Brands
Inmobi launches self-serve Buyer Hub for smarter ad campaign planning
MUMBAI: Say goodbye to scattergun media planning and hello to laser-sharp precision. Inmobi Advertising has launched Inmobi Buyer Hub, a self-serve, AI-powered platform that hands the reins to media buyers empowering them to plan, curate, and purchase programmatic deals with speed, clarity, and control.
Designed for everyone from agencies and DSPs to curators and retail media networks, the Buyer Hub signals a major shift in how programmatic advertising can be both simplified and supercharged. The platform leverages agentic AI to help create high-quality, curated deal IDs fast-tracking what used to be a multi-step headache into a single, seamless process.
Gone are the days of cluttered bidstreams and guesswork-driven ad buys. “The Buyer Hub’s focus on sell-side curation removes the need for a broad, unfocused approach,” said Inmobi Advertising chief business officer Kunal Nagpal. “Reducing noise and increasing signal quality means better win rates, stronger campaign results, and smarter media spends.”
Leading data curators like Audigent, @curate, Givsly, and Antipodes are already plugged into the hub, expanding their audience intelligence and improving targeting precision across the open web. “Today’s buyers need simplicity and trustworthy signals,” added Experian Marketing Services CBO Chris Feo. “This platform helps turn more impressions into working media.”
Buyers can also integrate their own first-party data with Inmobi’s proprietary SDK and contextual user signals safely and in compliance with data privacy standards. The result? Real-time campaign optimisation, sharper targeting, and a cleaner, faster supply path to the right eyeballs.
The platform isn’t just about transparency, it’s also about agility. With a real-time feedback loop on performance and audience engagement, buyers can adjust campaigns on the fly and ensure that every rupee spent is working smarter, not harder.
As @curate co-founder Rhys Denny summed it up, “The future of programmatic isn’t about more noise, it’s about more signal.”
With the InMobi Buyer Hub now live and a beta programme for brands and agencies kicking off this spring, the mobile-first giant is making it clear: the next wave of programmatic performance won’t be dictated by guesswork, it’ll be curated, calculated, and powered by precision.
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.
