Brands
Blunt and loud: Go5 launches edgy new audio brand for India’s Gen Z
MUMBAI: Go5 Incorporation, the force behind TecSox and Deal99.in, has just dropped its boldest bet yet — Blunt, a new audio brand that’s unapologetically built for India’s Gen Z. Ditching dull tech and overpriced polish, Blunt speaks to creators, hustlers, gamers, and style-conscious college-goers looking for gear with guts.
Launched with wireless neckbands, TWS earbuds, wired earphones, and Bluetooth speakers, Blunt blends punchy sound with underground design — think matte blacks, LED trims, industrial accents and attitude-heavy branding. Built-in quick charge, long battery life, and deep bass come as standard.
Go5 Incorporation founder & promoter, Puneet Gulati said, “We saw a cultural gap where most affordable audio products were either plain functional or overpriced lifestyle gear. Blunt was born to challenge that. It’s gritty, raw, and real just like its audience.”
The brand leans heavily into subcultures – from streetwear and indie music to gaming and hip-hop — making it as much a cultural statement as a tech offering. It’s tech that flexes.
Backed by Go5’s success with TecSox — which sells over a million units with a sub-2 per cent return rate — Blunt enters the market with scale and street cred.
In short, Blunt isn’t just about what you hear. It’s about how loud you live.
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.
