MAM
Mudra launches OOH JV with Clear Channel
MUMBAI: Mudra Group has partnered with Clear Channel Outdoor to launch the out-of-home specialist venture, Clear Channel Mudra LLP.
The project aims to offer clients complete OOH solutions in strategy, creative solutions, planning, buying and reporting while utilizing Clear Channel‘s global knowledge along with Mudra‘s experience in the Indian market. Commenting on the venture, Mudra Max CEO Pratap Bose said, “I think there is a huge gap in the consulting area, in creating development work and in the actual planning, which Clear Channel‘s access to global practices will help us resolve. We see Clear Channel as a great partner and a great name to be associated with. Fundamentally, my vision for the OOH space is to garner the maximum share-of-wallet that the OOH buyer has to offer.” Under the partnership, the venture will draw upon Clear Channel‘s global presence and access to the latest innovations and technologies to enable Indian clients to plan and execute transnational campaigns with ease. Similarly, international clients looking to enter India will also benefit from Mudra‘s reach, experience and expertise in the remotest parts of the country. Said Clear Channel Mumbai and Clear Channel Mudra LLP MD & CEO Adille J Sumariwalla, “To provide full service to a client, which would include creative solutions, implementation, client servicing, monitoring and reporting for clients who are looking for a presence in rural areas, we needed to tie up with an agency strong in these areas.” Clear Channel Outdoor operates in 50 countries, with experience of 3500 municipal contracts across the globe, partnerships with 270 airports and over one million display faces worldwide.
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.
