Brands
Mars hits it out of the park with its first-ever premier league of beauty
MUMBAI: Mars Cosmetics, just bowled over the internet with the Mars Premier League (MPL) — a vibrant collision of cricket frenzy and cosmetic flair. Channeling the pulse of IPL season, MPL wasn’t just a beauty contest — it was a high-stakes face-off blending bat, blush and bold looks in equal measure.
Staying true to its mantra of ‘Makeup for Everyone’, Mars handed over its City Paradise Eyeshadow Palettes to makeup mavens across India, challenging them to capture the spirit of eight IPL cities in jaw-dropping beauty looks. Think stadium roar meets spotlight shimmer.
Mars Cosmetics director and business administrator, Rishabh Sethia said, “We’re always looking at opportunities to pair beauty with moments in culture that truly resonate with our fans. The IPL is a sporting event, of course, but it’s also a celebration of passion, community, and high-level energy. We brought that same energy into the world of makeup with the Mars Premier League. It was not competition; it was a moment for creativity, for self-expression, and for everything glamorous.”
Conducted in four electrifying rounds — the first three online and open to all — the MPL ignited an avalanche of fan votes, reels, and cosmetic creativity. The grand finale saw India’s top beauty creators converge offline, judged by a panel that included Aditi Dubey, Vandana Sehgal, and MPL mentor Anupreet Bakshi.
And it was Delhi’s own Anupreet who walked away with the Rs 1,00,000 cash prize, a red-carpet pass to the Bollywood Hungama Style Icon Awards, and a coveted meet-and-greet with actor Varun Dhawan — all while stealing hearts (and likes) with her fierce, city-inspired artistry.
The finale was a content creator’s dreamscape, featuring interactive hubs like a DIY “Mirror, Mirror” booth and a buzzing nail art lounge — designed to spark influencer creativity and spread the MPL glam gospel across social media.
While Mars remains tight-lipped about whether MPL will return next year, this debut season has already rewritten the rules of beauty marketing — where mascara meets match fever, and fandom finds its fiercest winged eyeliner.
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.
