Brands
Birla Tyre hits the gas with bold new identity and ‘Tyger’ reboot
MUMBAI: Birla Tyre has rolled out a bold new brand identity, complete with a redesigned logo and a revamped website, as the company shifts gears under new ownership. Led by Dalmia Bharat Refractories Ltd (DBRL) and strategic partner Himadri Speciality Chemical Ltd (HSCL), the relaunch signals Birla Tyre’s ambition to reclaim relevance in a fast-evolving mobility landscape.
At the heart of the rebrand is ‘Tyger’ — a sleek new mascot that channels power, agility and leadership. The custom-designed wordmark evokes speed and momentum, while a punchy blue-and-orange palette adds flair and optimism. Together, they set the tone for a company itching to make tracks again.
Speaking on the occasion, Himadri Speciality Chemical Ltd chairman cum managing director & CEO Anurag Choudhary said, “This rebranding is more than merely a visual transformation; it is a reaffirmation of our dedication to purposeful development and progress.”
Dalmia Bharat Refractories Ltd whole time director & CEO Dr. Chandra Narain Maheswari further added, Our new logo encapsulates the essence of Birla Tyre, which is founded on four fundamental pillars: a legacy that motivates boldness, a product line that is prepared for the future, an unwavering commitment to continuous innovation and a oneness with world around us. As this new identity signals Birla Tyre’s readiness to meet the evolving needs of the automotive industry with energy, innovation, and purpose.”
The brand refresh is backed by a deeper overhaul — new capital, sharper strategy, and operational rejig. With distribution expansion, product innovation, and aggressive marketing in the pipeline, Birla Tyre is steering hard into the future. Integrated campaigns across TV, digital, print, and outdoor media are expected to follow shortly.
The company now aims to regain traction in key markets and win back mindshare.
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.
