Brands
Reliance eyes sports drinks disruption with Rs 10 Spinner
MUMBAI: It’s looking at pumping up a rather placid Indian sports hydration drink market which has not seen much innovation from major players who have gotten used to selling bottled refreshments at high sticker prices.
Reliance Consumer Products is, like in the past, using price and packaging as points to gain consumers’ attention and possibly upset the existing economics that multinationals have put in place for their production pipelines over the decades that they have been present in India and serving sports hydration drinks.
Spinner the Reliance offering is priced at Rs 10 for 150 ml, making it much more affordable than established players like Pepsico’s Gatorade and Coca-Cola’s Powerade which retail at Rs 50 and above for 500 ml. Decathlon’s sports drink Aptonia costs Rs 99 for a 400 ml bottle, though it is available at Rs 69 on the portal.
Co-created with cricket legend Muttiah Muralitharan, Spinner is be available in lemon, orange and nitro blue flavours. The company aims to create a Rs 83,000 crore (US$1 billion) sports beverage category in India within three years.
The launch follows Reliance’s successful disruption of the sparkling beverages market with Campa, which gained 10 per cent market share in some states within two years. The company has partnered with five IPL teams including Mumbai Indians and Gujarat Titans to boost brand visibility.
“We’ve created an affordable hydration solution for everyone,” said Ketan Mody, chief operating officer at Reliance Consumer. The launch comes after the company’s recent entry into energy drinks with RasKik Gluco Energy, also priced at Rs 10.
600 ml of Spinner -four packs of 150 ml each – will cost Rs 40, which is a substantial hair cut over the long-in-existence price point that the big two have been commanding in the market. A price war is imminent with packaging variants and pricing options being forced upon Powerade and Gatorade.
Should the consumer celebrate?
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.
