Brands
ASICS GEL-KAYANO 31 offers stability and comfort in every step
Mumbai: ASICS announced the launch of the GEL-KAYANO 31 shoe, the latest in what has long been one of ASICS’ stability running shoe series. The optimised comfort has been achieved thanks to a refurbished upper enabling the latest model of the GEL-KAYANO series to cuddle up to all runners.
Succeeding the new approach for adaptive stability with premium comfort taken by ASICS in designing the shoe’s predecessor, the GEL-KAYANO 30 shoe, the shoe may help runners of all abilities go further as they move their minds.
Following the ASICS Design Philosophy of continuous small improvements to create products that feel best for both body and mind, the shoe’s asymmetrical medial design upper has been refurbished to create a supportive fit and a more comfortable feel. The mesh upper has also been designed to provide better ventilation, ensuring the feet stay cool over longer distances and improving flexibility so that runners get maximum comfort with every stride.
Through updating the shoe’s outsole with a HYBRID ASICSGRIP rubber material, the GEL-KAYANO 31 shoe also helps provide better traction throughout your run, to strengthen the shoe’s stability. This combined with PureGEL technology delivers improved shock absorption and even smoother transitions, adding further protection.
As with its landmark predecessor, the shoe benefits from a unique 4D GUIDANCE SYSTEM which – honed through user testing and research – works with the movement of the body to provide adaptive stability and comfort, cuddling up to all runners when they need it most.
Junichiro Tateishi, general manager of the Product Function Research Department, at ASICS said: “We believe the GEL-KAYANO 31 shoe not only provides the stability the shoe is famous for but also delivers a truly impressive level of comfort to help runners go further. We are also proud that the GEL-KAYANO 31 shoe continues to display its CO2e emissions, printed on its insole as 10.6kg per pair, which shows ASICS’ ongoing commitment to transparency regarding the CO2e emissions so that runners can feel confident about their choice of GEL-KAYANO 31 shoe.
The GEL-KAYANO is a legendary running shoe for a reason, and we’re excited to see how fans of the series enjoy this added comfort when they try the shoe. Our hope is that it helps everyone feel comfortable, confident and uplifted.”
The GEL-KAYANO 31 shoe will be available for men and women from ASICS retail, online stores and specialists running outlets globally from 20 August 2024 for Rs 15,999.
To find out more about the GEL-KAYANO 31 shoe and the latest technologies, please visit asics.com.
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.
