Brands
Federal Bank’s AI Onam wishes win hearts
MUMBAI: When petals fall from the cloud, you know Onam has gone digital. This festive season, Federal Bank, in partnership with Hogarth, turned tradition into a tech-powered celebration, swapping generic greetings for personalised, AI-driven messages that felt anything but robotic.
Using WPP’s AI tools and immersive tech from 8th Wall, the campaign let customers scan a simple QR code on posters, print or metro ads, and suddenly find themselves showered with virtual petals, greeted by a Kathakali dancer, or hearing the familiar trumpet of a vallam kali. And instead of a faceless message, it came directly from their own branch manager: part banker, part digital storyteller.
“This Onam, we wanted to bring plug-and-play joy into people’s homes,” said Federal Bank, cmo, M V S Murthy. “Technology is at its best when it strengthens culture and community, not when it overshadows them.”
Thousands of bespoke greetings were shared across Kerala and beyond, with customers responding with joy, nostalgia, and even surprise. For many in the diaspora, the greeting felt like a piece of home arriving at their phone.
For Hogarth India, ceo, Karthik Nagarajan, the idea was simple: “We’re moving from creating content to crafting experiences. Tech should feel human, not heavy,” he noted.
Backed by AI-assisted motion design, the experience was fully browser-based, no app required, making it as seamless as it was striking. Social chatter followed quickly, with younger audiences latching onto the novelty and sharing the moments widely.
As WPP, global vp of Immersive tech & AI, Dale Imerman, summed it up, “This is India showing how creativity and technology can amplify cultural connection at scale.”
For many, this year Onam didn’t just come home, it came alive on their screens.
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.
