Brands
Itel amongst Africa’s top 100 most admired brands
MUMBAI: In an announcement that emphasises the impact of the brand in the overseas market, itel, the hi-tech innovative brand for the masses, has been ranked 51stin the list of the ‘Most Admired Brands in Africa’ in 2015. The latest rankings by African Business, Africa’s biggest business magazine, saw itel move up 21 positions to be placed above other leading global brands such as Toshiba, Sharp, BlackBerry and Facebook.
Speaking on the announcement, Sudhir Kumar, CEO, itel Mobile India, said, “itel was established to make quality mobile connectivity solutions accessible to the aspiring consumer base across the world. Being named amongst the ‘Most Admired Brands in Africa’ highlights the difference we have made to the continent’s consumers by bridging the technological gap between the urban and rural geographies. We will be looking to build on that success and consolidate our presence in India by delivering best-in-class features at highly cost-effective prices. Our products have already received an impressive response from the country’s consumers, and we are confident that we will be able to drive the cause of Digital India through our state-of-the-art innovations and feature-driven products.”
The latest achievement underlines itel’s impact within the African region as an enabler that aims to empower every individual with value added and best-in-class mobility-based communication solutions. The brand, which has sold more than 70 million handsets worldwide since its inception, was previously ranked 72nd in the 2014 list of ‘Most Admired Brands in Africa’.
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.
