Brands
Plush and Blinkit deliver pads with a purpose this Menstrual Hygiene Day
MUMBAI: Most people dread a legal-looking envelope but this one holds no fines, just facts. In a bold, attention-grabbing move for Menstrual Hygiene Day, femcare brand Plush has teamed up with quick commerce platform Blinkit to deliver more than just products, they’re delivering a cultural reckoning. In five Indian cities, over 25,000 homes received what appeared to be formal legal notices. But instead of summons, the sleek envelope bore a blazing message: “This is your final notice to put your comfort first.” Inside? A Plush 100 per cent rash-free pad and a mission to challenge the silence around periods.
As part of its larger PeriodFriendlyWorld campaign, the activation brought period care straight into the spotlight (and the living room), removing the metaphorical brown bag from sanitary pads and giving menstruators permission to expect dignity, comfort and normalcy.
The campaign ties into Plush’s wider digital movement, “Volume Up. Period.” which addresses a quiet truth: most menstruators instinctively lower their voices when talking about periods, not out of choice but conditioning. Plush is on a mission to unlearn that silence.
“Periods have been tiptoed around for too long inside homes, offices, and even marketing boardrooms,” said Plush co-founder Prince Kapoor. “This campaign isn’t just about delivering pads, it’s about speaking up. To expect better. To demand comfort. To turn the Volume Up. Period. We’re proud to do it in partnership with Blinkit, who help us take this message straight into the homes where it matters most.”
Blinkit Senior vice president for revenue Anish Shrivastava added, “This Menstrual Hygiene Day, we’re proud to collaborate with a femcare brand like Plush to support a cause that underscores the need for period care to be seen, respected, and prioritised. It’s about making room for honest conversations, and ensuring that something so fundamental is never out of reach.”
The campaign ran across Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27 and 28, making a case for how direct-to-home marketing can become a megaphone for cultural change. And while the pads were soft, the message was loud and clear: periods aren’t taboo, they’re part of life and they deserve to be treated that way.
Because building a PeriodFriendlyWorld doesn’t start with a billboard, it starts at your doorstep.
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.
