Brands
India-Sri Lanka test series net a bagful of ground & instadia sponsors
MUMBAI: The folks at India-based sports management firm ITW Consulting are sporting broad smiles on their faces. The reason: a clutch of brands has signed up as on-ground sponsors for the upcoming India vs Sri Lanka test series starting 26 July in the Emerald isle.
Among the brands which have come on board include: Seagrams Royal Stag Cricket Gear and Servo Lubricants as the title and powered by on-ground partner. The other key partners are Hero MotoCorp (HERO), Bharat Sanchar Nigam Limited (BSNL), Kent RO Systems (KENT), Dalmia Cement Bharat Limited, MDH Limited, Syska and Byju’s Learning App.
“The response to this series from brands has been very positive given the unique mix of technology and innovation we are offering to elevate the brand association,“ says ITW Consulting Co-Founder Bhairav Shanth. “We will shortly announce the title partner for the ODI and T20 series.”
Adds ITW Consulting director M.S. Muralidharan: “At ITW, we have ensured that we bring in some latest and most innovative in-stadia technologies in cricket and other sports to ensure fans are engaged throughout the match with a crowd facing interactive display system.”
Cricket fans attending the matches during the tour will get to see the world’s largest high definition sight screen along with 100 per cent LED HD quality systems, and crowd facing LEDs allowing for fan engagement not experienced before.
The highlight of the ODI series is that the player of the series wins an Eicher Polaris Multix MS – BS IV vehicle.
Sony Pictures Networks (SPN) India president distribution and sports business Rajesh Kaul highlights, “We have on-board some big brands as our advertisers. We aim to make the broadcast experience on the India Tour of Sri Lanka Test Series 2017 a memorable one.”
The 45-day long cricket extravaganza will reach a wide Indian, Sri Lankan and global audience cheering for the powerhouses and superstars of the likes of Angelo Mathews, Rangana Herath, Lasith Malinga as well as their Indian counterparts like Virat Kohli, MS Dhoni, Ravi Ashwin amongst others. The series will be telecast by the official live broadcasting partner, SPN India on SONY SIX and SONY TEN 3 channels and will be livestreamed on SonyLIV. Scheduled to reach prime time audiences in India and Sri Lanka, the match preview, pitch report and toss will commence 30 minutes prior, followed by the match at 10:00 am IST for Tests, 2:30 pm IST for ODI’s and 7:00 pm IST for the T20.
ITW Consulting recently announced the acquisition of certain exclusive rights from SPN India the sole and exclusive media rights holder of the series. The deal with SPN involves title rights, on-ground and in-stadia advertising rights for all the cricket matches to be played during the series.
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.
