MAM
IAA Olive Crown Awards to be presented on 14th March
MUMBAI: The IAA Olive Crown Awards from the India Chapter of the International Advertising Association (IAA), in their fourth edition, will be presented at a glittering function to be held on 14th March 2014 at the Palladium Hotel, Parel, Mumbai.
The Olive Crowns are Asia’s first and only awards that salute excellence in communicating sustainability. Endorsed by the Asian Federation of Advertising Associations (AFAA) these awards for “green” advertising have been warmly embraced by the industry and have grown in stature and size over the last four years.
The awards are run like a cause without no fees for creative entries and a non-ticketed, entry-by-invitation-only awards ceremony.
This year the IAA introduced a new special award for the Corporate Social Crusader of the year. This award saluted a corporate for an outstanding CSR initiative.
“The response to this award from top corporates is very heart-warming” said Mr. Srinivasan K Swamy, President India Chapter IAA. “The awards ceremony promises to be as meaningful as it will be entertaining” he added.
Mr. Pradeep Guha said “The association of 9XM as presenting sponsor with the Olive Crown awards is in its third year now. We believe that industry associations should work for the general good and are therefore happy supporting such initiatives. I am personally happy with the way these awards have grown and the elite attendance at the awards function only endorses this.”
The Green Partners for the Olive Crown awards are Hungama.Com and the Patrika Group. The Banking Partners are Yes Bank Ltd.
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.
