Brands
Kisna steps into digital gold with SafeGold, starting at Rs 10
MUMBAI: Kisna Diamond and Gold Jewellery has stepped into digital gold with the launch of Kisna Digital Gold, partnering SafeGold to extend its omnichannel play beyond physical jewellery. The move allows consumers to buy, sell and redeem gold digitally, with entry starting at just Rs 10 and no lock-in.
The offering lets customers purchase fractional quantities of 24-carat gold at live market prices, with holdings credited in grams to four decimal places. The gold, of 995 fineness or higher, is stored in insured vaults managed by globally recognised custodians, with full ownership retained by the customer.
Crucially for Kisna, digital holdings can be redeemed against physical jewellery across its nationwide retail network, tightening the loop between online accumulation and in-store conversion. The company positions digital gold as a gateway product, encouraging consumers to save, plan and eventually upgrade to jewellery purchases.
Kisna Diamond and Gold Jewellery CEO Parag Shah, said the launch was aimed at making gold ownership “more accessible, transparent and flexible”, while deepening long-term consumer relationships. SafeGold COO and co-founder Rhea Chaterji, said the partnership combined trusted jewellery retail with secure, asset-backed digital infrastructure.
The platform is currently available to resident Indians with a valid Pan card and reinforces Kisna’s push to align traditional gold buying with digital-first consumer behaviour.
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.
