Ad Campaigns
Dia Mirza shines in Lotus Organics+ Sun Care campaign
Mumbai: The premium organic beauty brand Lotus Organics+ has released a new campaign with its brand ambassador Dia Mirza, for its mineral-based sun care range. Mirza will appear in a new digital campaign that will run across social media and OTT platforms. The campaign revolves around the Lotus Organics+ Suncare range which comprises three mineral-based sunscreens that are natural, chemical-free, and enriched with the benefits of 100 per cent certified organic extracts. The USP of the Lotus Organics+ sun care range is that they contain natural minerals to create a physical barrier that deflects the sun’s rays, unlike traditional sunscreens that use chemicals to absorb UV rays. These long-lasting sunscreens provide broad-spectrum protection against both UVA and UVB rays. Lotus Organics+ is a socially responsible brand with a strong commitment to the environment. An important aspect of mineral-based sunscreens is that they are environmentally friendly, biodegradable, and do not harm marine life and ocean ecosystems.
With the focus on sun protection, the new brand film shows Mirza in the outdoors, surrounded with greenery embracing a bright sunny day. Facing the rays of the sun without a worry, Mirza poses a question: what would you like to apply on your skin while stepping out, minerals or chemicals? She emphasizes that her personal preference is the Lotus Organics+ Sheer Brightening Mineral Sunscreen SPF 50 which is 99 per cent natural, has a non-greasy texture, is preservative-free, and keeps her skin glowing as it is enriched with 100 per cent certified organic White Peony flower extracts. The film culminates by showcasing the entire range of Lotus Organics+ premium suncare range which comprises the Sheer Brightening Mineral Sunscreen SPF 50, the Ultra Matte Mineral Sunscreen SPF 40 and the Hydrating Gel Mineral Sunscreen SPF 30. This beautiful film ends with Mirza promoting the brand’s message to ‘Live Organic’.
Commenting on the new campaign, Lotus Herbals chairman and managing director Nitin Passi says, “Lotus Organics+ is a brand that uses only 100 per cent certified organic actives in its products. Sunscreens are an everyday essential and consumers deserve sunscreens that are organic, clean and efficacious. Our brand ambassador, Mirza, is internationally recognized for advocating the adoption of a sustainable lifestyle and this resonates with our brand messaging. In this new campaign, she highlights the benefits of using mineral-based sunscreens as they provide the best layer of protection from sun-induced skin damage.
Mirza elaborates, I am a huge fan of Lotus Organics+ products since they only use 100 per cent certified organic actives. As an actor and an environmental activist, I tend to spend a lot of time in the sun and the organic mineral-based sunscreen from the brand gives me complete protection. I feel it’s very important to use beauty products that are natural, free of toxins, and healthy for our planet and ourselves. Lotus Organics+ embodies that idea of a sustainable and healthy lifestyle.”
The new campaign from Lotus Organics+ with their gorgeous brand ambassador Mirza will play out on the actor’s social media channels to attract maximum visibility. The campaign will also play out on the brand’s social media platforms such as Facebook, Instagram, and YouTube. The high-decibel digital campaign will also be aired on leading OTT platforms. Through this powerful campaign, Mirza will reach out to a youthful audience of millennials, Gen Z, and her large fan base, many of whom are deeply concerned about organic beauty products and protection of the environment.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
