Brands
Meesho celebrates Holi with a message of inclusivity
Mumbai: Bengaluru based India’s e-commerce company, Meesho has curated a special Holi anthem ‘Anokhe Rang Meesho Ke Sang’ with a strong message of diversity and inclusivity. Capturing the essence of the festival, the song sung by acclaimed singer Sukhwinder Singh, aims to disregard stereotypical prejudice and unite people through colours.
The campaign is live across Meesho’s social media handles.
Conceptualised and executed by a digital-first marketing agency, DViO Digital, the campaign aims to instantly reach out to internet commerce platform’s consumers across the Indian Sub-continent with a feeling of absolute togetherness.
“As a brand, it has always been our endeavour to conceptualise campaigns which our consumers can resonate with,” Meesho VP and head of brand marketing Lucky Saini said. “Considering that each community has its way of celebrating the festival of colours, we wanted to create an inclusive message. When we commenced work on the song, Sukhwinder Singh was our obvious choice for his earthy voice, which has the power to evoke strong emotions amongst audiences. This campaign lands perfectly on our message of celebrating the power of diversity, which empowers us and binds us together as a country.”
The idea stemmed from Meesho’s core business proposition of connecting small businesses and individual entrepreneurs with pan-India customers in the brand’s ecosystem, said the statement.
Commenting on the campaign, DViO Digital founder and CEO Sowmya Iyer said, “India is a land of diverse culture and festivities, each of them is celebrated differently across the country. The colours of Holi denote the various facets of life, moods, emotions, seasons et al and that’s when we suggested, ‘Anokhe Rang Meesho ke Sang.’ It not only represents the rich culture of India but also highlights the core nature of the brand.”
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.
