Brands
Rage Coffee onboards Virat Kohli as brand ambassador & investor
Mumbai: Rage Coffee, a Delhi-based FMCG company that manufactures, markets, and distributes packaged coffee products has onboarded cricketer Virat Kohli as an investor and brand ambassador. With this association, the coffee brand said it seeks to entrench itself as a fan favourite in the market and create a pathway for customer acquisition.
“I’ve been using Rage Coffee products for some time, and I am excited to be a part of its growth journey. The team at Rage Coffee has shown high levels of business execution and stupendous growth over the last couple of years,” commented Virat Kohli. “Rage Coffee has developed some trailblazing products that conform with my innovative approach and align with my lifestyle. I see tremendous potential for the brand to become one of the most iconic coffee companies of our time.”
Previously, the digitally native coffee company had raised five million dollars of growth capital as part of its series-A funding round led by Sixth Sense Ventures in August 2021.
The brand is planning to expand its online presence and offline footprint pan-India and will utilise the fresh capital for marketing and distribution purposes, according to the statement. “Rage Coffee will use the funds to scale production, launch innovative new products and add senior management talent,” it added.
“Virat Kohli has set some unrivalled records in the top echelon of world cricket and is rightly known as the best batsman in the world,” said Rage Coffee founder and CEO Bharat Sethi, about roping in Virat Kohli as a brand ambassador and investor. “Apart from being a world-class athlete, Virat is also a fitness enthusiast who is committed to an attitude that fosters a healthy lifestyle and it seamlessly aligns with the ethos that Rage Coffee promotes. Our association with him sets us on a journey where we envision perfection through our constant efforts directed at being the best in our segment. Rage Coffee and Virat both share a mutual objective – to strive for excellence!”
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.
