Brands
IAS and Snap partner to offer AI-driven brand safety for advertisers
Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform, announced a first-to-market partnership with Snap Inc. (NYSE: SNAP) to provide advertisers with increased transparency across their Snapchat campaigns through IAS’s AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement product.
“We are excited to partner with Snap to deliver our best-in-class measurement solution for marketers to safeguard and scale their businesses on Snapchat,” said Lisa Utzschneider, CEO of IAS. “Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.”
Aligned to the Global Alliance for Responsible Media (GARM) standards, the new offering will benefit advertisers from third-party validation with trusted and transparent industry metrics. IAS’s Total Media Quality product provides unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.
“We’re thrilled to partner with IAS to offer Snapchat advertisers an additional layer of brand safety and suitability,” said Patrick Harris, President of Americas at Snap. “We’ve built safety into the fundamental architecture of our platform and are dedicated to providing our community and partners a healthy and safe experience. We look forward to continuing to invest in products and partnerships across the brand safety ecosystem.”
IAS is a Snapchat Brand Safety Coalition member and has partnered with Snap to drive greater transparency and media quality measurability of in-app photos and videos. Since 2018, IAS has provided Viewability and Invalid Traffic Measurement for global advertisers across their in-app video buys.
IAS’s post-bid Brand Safety and Suitability Measurement product will be available for campaigns on Snapchat later this year.
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.
