Brands
ASCI unveils new brand identity, steps up focus on digital
Mumbai: The Advertising Standards Council of India (Asci) is all set to update its guidelines and procedures according to the changing requirements of the digital era. The advertising industry’s self-regulating body has unveiled a new brand identity on Wednesday to reflect the agenda of becoming future-facing and more inclusive.
As part of the new phase, Asci will update its guidelines and procedures to include ads on the digital media. This will also take note of the changing consumers’ expectations and interactions with advertisements and the media.
It will also expand its offerings and services that will help advertisers balance creativity and responsibility. Apart from its regular complaint management system and process, Asci will now also help advertisers with services that help them “get it right”, with the help of advisory services and research-based insight studies. It has already launched a massive study GenderNext, that looks at gender depiction in advertising, to provide new starting points for advertisers for more progressive gender depictions. It is also in the process of overhauling its Advertising Advisory service, which will support advertisers at the pre-production stage, it said on Wednesday.
Underlining the need for a new brand identity, Asci chairman Subhash Kamath said, “With new-age challenges posed by the digital age, it is imperative for ASCI to take a leap into becoming a contemporary thought leader and add greater value to consumers, industry and all our stakeholders. The new logo represents this very interesting phase of ASCI’s journey, and the vibrant and optimistic outlook of responsible advertising. Our ideology and aim remain unchanged; however, we are now on the path to becoming a more dynamic and future facing organisation.”
The advertising industry’s self-regulatory body will also deploy the latest technology tools, machine learning and AI systems to track and measure advertising content. Technology will help ASCI be more vigilant, more real time in overseeing the sheer explosion of advertising content, and enable a smoother interaction between consumers, industry and other stakeholders.
The new logo signals that ASCI is gearing up towards this fast evolving and dynamic environment of consumers and advertising, said Nihilent Ltd, chief creative officer, KV Sridhar. “The colourful logo palette denotes the vibrancy of advertising and communication itself, as well as the diversity of ASCI’s stakeholders who have taken the oath to self-regulate and create ads with responsibility. The elegant and inclusive font reflects an organisation opening up to newer kinds of stakeholders, an organisation that is collaborative and demonstrates leadership in bringing together the needs of different stakeholders,” said Sridhar, whose agency designed the new logo.
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.
