Brands
RX hands Asia Pacific reins to 30-year company veteran
SINGAPORE: Thomas, who has clocked three decades at RX, spent the past year overseeing operations in Australia, Singapore, South Korea and Indonesia whilst helping launch RX Bitec, the firm’s new joint venture in Thailand. The promotion hands him control of a region that accounts for a chunky slice of RX’s portfolio, spanning trade shows from construction to jewellery.
RX Global global chief executive Hugh Jones praised Thomas as “a proven leader with deep regional expertise and a strong track record of delivering results”—corporate speak for someone who knows how to squeeze revenue out of exhibition halls. Thomas, for his part, pledged to “build on the strong foundation laid by Chien Ee.”
Chien Ee Yeh’s departure marks the end of an era for RX’s Asian operations, though the company offered no details on what the retiring executive plans to do next. Perhaps count his frequent-flyer miles.
Thomas inherits a business navigating the post-pandemic return of in-person events, rising competition from digital platforms, and the perpetual challenge of convincing companies that trade shows still matter. Whether his 30 years of institutional knowledge will be enough remains the question. Time to find out.
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.
