Brands
Hindustan Pencils names Aishwarya Shinod head of marketing
MUMBAI: Hindustan Pencils has appointed Aishwarya Shinod as head of marketing, tapping a seasoned FMCG leader to steer brand transformation across its flagship stationery labels, Apsara and Nataraj.
Shinod will lead brand, marketing and consumer strategy for the company’s portfolio, with a brief to sharpen cultural relevance and deepen emotional connect with younger consumers while preserving the brands’ legacy appeal.
She brings nearly two decades of experience in building consumer brands, with senior roles at Unilever, Nestlé, Kellogg’s and Freudenberg Gala Household Products. Her expertise spans brand strategy, integrated marketing, innovation and purpose-led storytelling, underpinned by a strong consumer-first approach.
In previous roles, Shinod led several high-profile brand transformations, including the repositioning of Pepsodent across South Asia at Unilever and the ”Why Just Clean Home’ campaign at Gala, which helped double the brand’s topline over four years. She has also served on industry juries such as the Effies, Emvies and Indian Content Marketing Awards.
Commenting on her appointment, Shinod said joining Hindustan Pencils was an opportunity to reimagine brands that are deeply embedded in Indian school memories and make them relevant for the next generation through insight-led marketing.
Founded in 1958, Hindustan Pencils is India’s largest primary school stationery manufacturer, producing about 8.5 million pencils a day alongside sharpeners, erasers, scales and pens from its manufacturing units. The company said the appointment underlines its focus on building future-ready brands anchored in nostalgia but aligned with changing consumer expectations.
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.
