Brands
Be-Rite Sunflower Oil launches new Tamil Nadu campaign
MUMBAI: Time to lighten up the kitchen. Be-Rite Sunflower Oil, in partnership with Dentsu Creative Webchutney, has rolled out its latest Tamil Nadu campaign, Rite’ah Yosinga, Be-Rite Vaangunga (think rite, buy Be-Rite), encouraging consumers to make thoughtful choices while cooking with less oil absorption.
The campaign, featuring National Award-winning actor M.S. Bhaskar, blends humour and everyday family moments to show how Be-Rite keeps meals light, letting families enjoy second servings without guilt. Set in a Tamil household, the film captures the relatable struggle of resisting favourite dishes and positions Be-Rite as the perfect solution for mindful cooking.
Commenting on the creative approach, Dentsu Creative Webchutney CEO Indrajeet Mookherjee said, “Our task was to go beyond functional benefits and create a campaign that positions Be-Rite within everyday conversations. By integrating the brand’s unique value proposition of lightness into the familiar family moments that every Tamil household can relate to, we believe we have constructed a narrative that is not only memorable but also emotionally resonant.”
GEF India senior vice president sales & marketing Chandra Shekhara Reddy added, “With this campaign we wanted to enforce a simple and powerful truth – that at the end of the day, food is about joy. And choosing the right oil can let families enjoy more of what they love, without the guilt.”
GEF India head of marketing Chetan Pimpalkhute said, “In every Tamil household, there’s always space for one more serving. But often, people hold back for fear of overeating. That’s the insight we tapped into for this film, where Be-Rite oil empowers our consumers to cook more with less oil, without worrying about extra calories. We were confident that this simple, yet powerful thought would strike a chord with our audience.”
The campaign is live across television, digital, social media, newspapers, and radio, combining a high-impact festive burst with sustained engagement to strengthen Be-Rite’s presence and category share in Tamil Nadu.
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.
