Brands
Haldiram’s launches heart-shaped chocolate kaju katli for gifting
New Dilruba sweet blends tradition and modern flavours for Valentine’s gifting
MUMBAI: Haldiram’s is giving the classic kaju katli a romantic makeover this Valentine’s season. The brand has introduced Dilruba, a heart-shaped, chocolate-coated version of the traditional cashew sweet, aimed at younger consumers and modern gifting moments.
The new mithai, announced on LinkedIn by Divya Rana Batra, vice president – marketing and E-commerce at Haldiram’s, is positioned as more than just a festive product. She noted that some creations are designed to be felt as much as tasted, reflecting the brand’s effort to combine tradition with contemporary indulgence.
Dilruba is part of Haldiram’s broader push to refresh Indian sweets for today’s occasions. While rooted in classic ingredients and craftsmanship, the product introduces a new shape and flavour twist to appeal to urban consumers and experience-led gifting trends.
The heart-shaped format and chocolate coating are designed to connect with younger buyers and modern celebrations, while still carrying the familiarity of a traditional mithai. The move reflects a wider shift in the sweets market, where premium presentation and occasion-specific products are gaining ground.
Haldiram also sees Dilruba as more than a Valentine’s novelty. The company plans to position it as a versatile gifting option for celebrations, festive moments and personal indulgence.
To support impulse and last-minute purchases, Dilruba will be available across major quick-commerce platforms, allowing near-instant delivery.
With the launch, Haldiram’s signals how heritage brands can stay relevant by mixing nostalgia with new-age formats and flavours. In other words, the old favourite has learnt a new trick, and this time it comes wrapped in chocolate and shaped like a heart.
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.
