MAM
Lodestar UM wins PSI’s ‘Freedom 5’ and ‘Axshya communication’ accounts
MUMBAI: Lodestar UM has been appointed as the media AoR by Population Services International (PSI), for Freedom 5 (Intra-Uterine Device for Women).
The agency has also won media mandate for the Axshya communication campaign (awareness about Tuberculosis) project.
The win comes on back of a multi-agency pitch that also saw participation of agencies like MediaCom, Maxus and Carat.
Lodestar UM will be responsible for planning, buying and implementation across all mainline media i.e. TV, Print, Radio and Outdoor. The campaign on Tuberculosis has already broken in March 2012 while the Freedom 5 campaign is slated for release in May 2012 and will cover the pan-India market.
Lodestar UM VP Anindya Ray said, ‘We are happy to be appointed as the AOR for the PSI campaigns against Tuberculosis and in driving demand for Freedom 5. We look to maximize the efficacy of the campaigns through use of appropriate tools and research based intelligence in order to push specific action.”
Lodestar UM COO Anamika Mehta added, “Our endeavor is to create insightful ideas with a watchful eye on driving immersive communication experience in order to drive perception change. This is a huge responsibility and we look forward to partnering PSI.’’
PSI (India) communications director Monica Bakshi said, “In India two people die of tuberculosis every three minutes, yet a majority of the population do not feel they are at risk from the disease. It is important to communicate that anybody can get TB, treatment is free and that an affected person must complete the full course of treatment. The first phase of the campaign highlights the urgency to get tested for TB, if one has a cough for two weeks or more. We have previously partnered successfully with Lodestar UM on other behaviour change communications campaigns, and are happy to have them on board to add media teeth to this important pan-India initiative.”
The Freedom 5 communication seeks to bring about a behavioural change amongst married women in adopting proactive measures to avoid unplanned pregnancies. PSI intends to use its network of doctors across key markets to interact first-hand with the target audience and bring actionable change in perceptions.
The Tuberculosis awareness campaign seeks to raise self-risk perception of the disease amongst the general population, and specifically targets adults between the ages of 15-54 years from the C and D socio-economic groups. People with a cough for two or more weeks are encouraged to have their sputum tested, for free, at the nearest Designated Microscopy Centre (DMC). The treatment for tuberculosis is free and is for a period of 6 to 8 months.
The Tuberculosis campaign will not stop at awareness generation but will go beyond the traditional use of media and drive action.
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin C for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
