Brands
Collective Artists Network launches Not Funny brand solutions agency
MUMBAI: Being funny can be big business. At least that’s the hope that Collective Artists Network founders Sudeep Subhash and Dhruv Chitgopekar are nurturing. The new age agency has got into bed with comedy duo Funcho—comprising Dhruv Shah and Shyam Sharma— to launch a new creative brand solutions company, strangely called, Not Funny. Dhruv and Shyam have built a fanbase of 39.7 lakh YouTube subscribers and over 2.8 million Instagram followers.
The company will specialise in content-first solutions, focusing on scripting, talent representation, and consultation for brands. Led by CEO Mihir Surana, Not Funny aims to tell brand stories through the lens of comedy, with a strong focus on both fictional and non-fictional content.
“We have been razor sharp focused on blending technology, entertainment, and strategy seamlessly across all our various ventures, including recent acquisitions like Galleri5, Under 25, and Terribly Tiny Tales. Funcho’s relatable humour and genuine connection with their audience make them the perfect partners to lead this venture. Not Funny represents our collective ambition to blend creativity, humour, and strategic brand solutions that speak directly to modern consumers,” said Subhash. “
Big Bang Social, Collective Artists Network’s creator marketplace, played a pivotal role in facilitating this new venture. Through its platform, Not Funny will leverage the vast ecosystem of creators, brands, and storytellers that the former has curated over the years.
“We have always strived to be at the forefront of connecting creators and brands in innovative ways. With Not Funny, we’re pushing the envelope even further, creating a space where humour becomes a powerful tool for brand storytelling and audience engagement,” added Dhruv.
Not Funny will cater to brands looking for innovative content strategies by leveraging Funcho’s expertise in real-life inspired comedy and applying it to brand storytelling. The company’s mission is to infuse humour into brand communications, creating highly engaging and relatable campaigns. From scripting to creative consultation and talent suggestions, Not Funny aims to redefine how comedy can be integrated into both digital and traditional media strategies.
Added Funcho co-founders Dhruv Shah and Shyam Sharma: “Not Funny is dedicated to closing the gap between brands and their audiences. By creating captivating, humorous content, we make branded messaging enjoyable and relatable, ensuring meaningful connections.”
Simply put, they are not joking!
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.
