Brands
Plush makes comfort a right, not a risk
MUMBAI: Now that’s a policy women can really get behind. Plush, the Chennai-based feminine hygiene brand, has launched India’s first-ever “Period Insurance,” a bold promise to make rash-free comfort a guarantee, not a gamble.
Part of its spirited new campaign “Adjust Mat Karo, Plush Use Karo,” the initiative challenges the idea that discomfort is just part of the monthly routine. With every pack of Plush products, users now get “Period Insurance,” meaning first-time buyers can claim a refund if they experience rashes, irritation, or discomfort.
“Periods already come with enough challenges. Women shouldn’t have to worry about their products adding to them,” said Plush co-founder Ketan Munoth. “With Period Insurance, we’re giving women the confidence to try Plush without hesitation. It’s about reassurance, trust, and comfort.”
The process is refreshingly simple, every Plush pack includes a coverage card, and users can claim a refund by emailing care@plushforher.com if their first experience isn’t irritation-free.
Plush’s campaign goes beyond a clever concept, it’s a cultural statement. By telling women to stop “adjusting” and start expecting comfort, the brand is aiming to normalise conversations around period care that prioritise well-being over endurance.
To spread the message, Plush is amplifying the initiative through real user stories, on ground activations, and influencer collaborations, turning everyday experiences into authentic testimonials of comfort.
With Period Insurance, Plush isn’t just selling pads, it’s underwriting confidence, one cycle at a time.
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.
