Brands
Cinépolis fires up Blockbuster Food Festival to boost cinema food spend
INDIA: Cinépolis India has rolled out the Blockbuster Food Festival, a three-month, pan-India food-and-beverage push designed to turn cinema snacks into a bigger business. Running from January to March 2026, the campaign will trial 21 new menu items across more than 80 locations in over 40 cities.
The festival operates under Foovies, Cinépolis India’s food-led platform launched earlier this year, and uses the exhibitor’s national footprint as a live laboratory. Dishes that perform best during the trial will be absorbed into the permanent menu at the end of the campaign.
The strategy targets a clear gap. India’s F&B-to-ticket spend ratio stands at 50–55 per cent, roughly half the global average of 100 per cent. Cinépolis sees menu innovation as the fastest way to narrow that divide.
“Food already contributes 30 per cent of our revenue, but audiences are only beginning to see it as part of the cinema experience,” said Cinépolis India managing director Devang Sampat. “This festival lets us test what works at scale. What audiences love stays.”
The rotating menu mixes regional comfort food with indulgent crowd-pleasers, including desi chicken keema with kulcha, hot garlic kurkure momos, dal vada tikki, potato bomb and peanut butter cheesecake. New items will be introduced each month to keep repeat visitors curious.
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.
