Brands
Deconstruct upgrades gel sunscreen with new-age UV filters
Reformulation adds four next-gen UV filters for stronger, longer sun protection
NATIONAL: Indian skincare brand Deconstruct has upgraded its bestselling gel sunscreen, becoming one of the first domestic brands to shift to a new generation of photostable UV filters tailored for Indian weather conditions and skin types.
The reformulated product uses four modern UV filters, including Tinosorb S, Tinosorb M, Uvinul A Plus and Uvinul T 150, designed to deliver broad-spectrum UVA and UVB protection with improved durability under prolonged sun exposure. Unlike older filters that can degrade quickly, the upgraded formulation remains effective for longer periods, addressing concerns about real-world sunscreen performance in heat and humidity.
While the science has been strengthened, Deconstruct retained the product’s lightweight, non-greasy gel texture. The sunscreen absorbs quickly, leaves no white cast and is designed for oily skin and daily use in humid climates: key factors behind its popularity with Indian consumers.
Photostability is increasingly seen as a critical benchmark in sunscreen efficacy, as unstable filters can weaken protection even with repeat application. By adopting globally recognised, highly stable UV filters, Deconstruct aims to narrow the gap between Indian formulations and international performance standards.
Deconstruct founder and CEO Malini Adapureddy, said the upgrade was driven by the need to improve protection without compromising user experience. She said Indian conditions demand sunscreens that remain effective under sustained sun exposure while staying comfortable enough for everyday wear.
The reformulation reflects a broader shift within India’s skincare market towards performance-led sun protection that prioritises durability and real-world use, rather than headline SPF claims alone.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
