Brands
Spread your wings fashionably
MUMBAI: Park Avenue’s logo – “Eagle” imbibes the strong vision and the ability to focus. It stands for new challenges and is known for its passion and commitment to succeed. Park Avenue, in order to educate visitors about their brand philosophy has brought about an innovative installation that has been combined with modern technology. As the brand revealed its avant-garde, cutting-edge range of corporate wear for men & women, for their forthcoming Spring Summer 2015, this was also an opportunity to unveil their innovative Discover-Your-Wings installation. This pioneering innovation allowed the visitors to experience the Park Avenue brand and what it stands for like never before at its Spring Summer 2015 Trade Show. This installation will also be seen in the Park Avenue stores going forward.
The quintessential Eagle Wing Park Avenue logo epitomizes agility, successful living, intelligence and the ability to see things first, before the junta does. The Discover-your-wings installation seeks to reveal the very same qualities in every individual, by helping him/her discover their passion within. Using technology that uses top-of-the-line motion sensing algorithms, a visitor could reveal his or her eagle wings for all the world to see.
Commenting on this innovative installation, Bhaskar Kelkar, Brand Director, Park Avenue said, “The Discover- Your – Wings installation is a perfect illustration of our brand ethos and creating a shared experience for people by letting them feel powerful by spreading their wings. We have consciously placed this innovative eagle wing installation at the entrance of the Park Avenue area to let our visitors enjoy and experience this innovation, thus making them realize their potential and to explore new opportunities in life.”
With a curious, enthusiastic crowd at the Park Avenue pavilion during the Trade Show, the Discover-Your-Wings experiment helped many realize that it was time for them to soar, to ascend.
The installation is operational for all those visiting the SS15 Trade show held at the Raymond Group office in Thane.
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.
