Brands
Ananya Birla’s Lovetc splashes onto the scene with Janhvi Kapoor as its muse
MUMBAI: Ananya Birla, the multi-talented heiress and songstress, has dropped a bombshell on the Indian beauty scene with the launch of Lovetc, a premium cosmetics brand promising global glam with a desi soul.
And to front this vibrant new venture? None other than the dazzling Janhvi Kapoor.
Kapoor, a bona fide youth icon, stars in Lovetc’s launch campaign, a technicolour explosion of fearless femininity. Think bold hues, sassy stares, and a whole lot of “you go, girl” energy. The campaign film, now doing the rounds on social media and digital platforms, is a love letter to the modern Indian beauty aficionado, who isn’t afraid to set her own standards of luxury.
Birla Cosmetics Pvt Ltd (BCPL) founder & chairperson Ananya Birla purred, clearly buzzing with excitement: “I’ve always gravitated towards beauty that’s simple, effective, and enhances who you are – not transforms you into someone else.Lovetc reflects that philosophy. It’s a brand designed for real lives; with products that work hard, last long, and feel intuitive. Whether it’s a lipstick that stays on through a long day, or a mascara that volumizes without clumping, we want every product to pass that real-life test.”
Lovetc’s initial drop includes a curated collection of long-wear lipsticks, precision eyeliners, and volumising mascaras, all designed to deliver a sensory punch. The brand’s ethos? High-performance, high-impact, and high-octane.
For those itching to get their hands on Lovetc’s goodies, the collection is now available online at www.lovetc.com and on Nykaa, with plans for a retail blitz across India’s top cities.
It seems Birla is betting big on turning heads, one bold lip at a time.
You can watch the TVC by clicking on this.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
