Brands
Whitemuds pioneers handcrafted shoes with a global design team
Mumbai: Whitemuds, the luxury brand in men’s footwear, proudly introduces its latest offerings – a meticulously crafted ready-to-wear collection and an exclusive made-to-order line. With a bespoke atelier nestled in the heart of New Delhi, Whitemuds combines the timeless art of handcrafting shoes with a commitment to meeting the everyday and special occasion needs of its discerning clientele.
At the core of Whitemuds’ offerings are its unparalleled designs, curated by a talented team of designers spanning Bristol, Birmingham, and India. These designs go beyond mere fashion; they serve as a means for customers to express their unique style. Each design undergoes meticulous scrutiny, with carefully selected substrate choices and color combinations during the sampling stage. Only the most exceptional pieces make it to the hand-crafting production lines, ensuring that every pair tells a tale of sophistication and individuality.
One of Whitemuds’ hallmarks is the ‘Goodyear Welted’ construction method, renowned for its ergonomic comfort and ability to retain the shoe’s original shape even under extreme usage conditions. This construction, both highly durable and refurbished, involves stitching the upper leather, lining leather, and welt to the ribbing bonded to the insole. The welt is then carefully stitched to the leather sole, providing exceptional strength and allowing for sole replacements when necessary.
“We are elated to launch our ready-to-wear and made-to-order collections, representing the pinnacle of craftsmanship and luxury in men’s footwear. Whitemuds is dedicated to elevating your shoe experience, offering designs that go beyond the ordinary and constructions that stand the test of time,” said Whitemuds founder Dhruv Arya.
Whether seeking the convenience of ready-to-wear or the personalized touch of made-to-order, Whitemuds invites men to discover the perfect blend of style, comfort, and longevity.
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.
