Brands
ITC Master Chef Creations fires up mutton mania with Jashn-e-Gosht and a Hindi cinema bite
MUMBAI: When a slow-cooked Kosha Mangsho meets the glamour of Sara Ali Khan and the lyrics of Raghav Chaitanya, you know it’s no ordinary food festival. ITC Master Chef Creations is back with its gourmet mutton carnival, Jashn-e-Gosht, bringing a heady mix of spice, screen and sizzle to the table.
The 45-day mutton festival begins 1 July and runs till 15 August across Bengaluru, Hyderabad, Chennai, Mumbai and Pune. ITC is offering its signature creations exclusively via Swiggy and Zomato. From Bihar’s Champaran Mutton to the fiery Punjabi Rogan Josh, the dishes echo regional pride, with each recipe steeped in hyperlocal culinary tradition and elevated to gourmet precision.
To add more masala, ITC Master Chef Creations has inked a deal with Anurag Basu’s upcoming film Metro…In Dino, becoming its ‘Official Gourmet Food Partner’. The film, a tale of four urban romances, hits theatres worldwide on 4 July.
The cast and crew, including Sara Ali Khan and Aditya Roy Kapur, kicked off the film’s promotions in Bengaluru at the ITC Green Centre. The actors rolled up their sleeves to whip up a few Jashn-e-Gosht recipes, while singers Raghav Chaitanya and Shashwat Singh serenaded the crowd in a live performance, stirring up as much applause as the aromas from the kitchen.
Speaking at the event, ITC Foods – Tech VP & business head Rohit Bhalla said, “With Jashn-E-Gosht, we aim to deliver not just authentic Indian mutton dishes, but also elevate everyday dining into a celebration through a gourmet lens. With this edition, we are much more excited as we take a step further by collaborating with Metro…In Dino, a film, that much like our food, captures the emotions and experiences across urban India. At ITC Master Chef Creations, our focus remains on building a brand and being committed to delivering dishes that resonates culinary integrity and turns everyday dining into something memorable”.
This marks a clever cross-serve of cultures — slow-simmered stories on screen and slow-cooked recipes on the plate. The event at the ITC Green Centre transformed into a pop-up film set meets gourmet kitchen, soaked in melody and mutton.
The Jashn-e-Gosht menu reflects the festival’s theme of timeless, authentic, and flavourful indulgence. And just like the film, it promises layers of complexity, familiar warmth, and surprises in every bite.
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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.
