Brands
WhiteMuds unveils stunning hand-painted formal shoes collection
Mumbai: Whitemuds, the premium brand in men’s footwear, launches its latest ‘Artwork collection’ that elevates the concept of self-expression in men’s formal and semi-formal shoes. Departing from conventional norms, the brand introduces a tapestry of artistic designs, allowing customers to infuse their personality into every step they take.
In response to a growing demand for individuality in footwear, Whitemuds presents an exclusive range of artwork options carefully crafted to reflect personal taste and style. Whether it’s custom designs or curated selections, the brand offers unparalleled creativity to meet diverse preferences.
Central to the collection is the innovative Patina Artwork technique, a masterful process of transferring textures onto leather surfaces. From captivating marble effects to rustic wooden tones and seamless blends of colors, each piece exudes sophistication and charm, transforming shoes into wearable works of art.
On the other hand, Whitemuds’ Drip collection further showcases the brand’s dedication to craftsmanship and creativity. Hand-painted by a team of talented artists, these one-of-a-kind designs blend artistry with functionality, making a bold statement with every step. Harnessing the finest hand dyes and leather paints specifically formulated for leather surfaces, Whitemuds ensures impeccable quality and durability in every artwork and patina creation. With a roster of skilled artists specializing in various styles, the brand offers limitless possibilities for customization and personalization.
Emphasizing exclusivity and attention to detail, Whitemuds’ Made-to-Order collection promises a tailored experience from start to finish. With a Turn Around Time (TAT) of approximately 25 working days, each pair is meticulously created to precise measurements, ensuring a perfect fit and unparalleled comfort. To ensure the longevity of these artistic creations, every pair comes with a comprehensive care instruction booklet, making maintenance effortless and convenient for customers.
Experience the fusion of artistry and craftsmanship with Whitemuds’ innovative Artwork Collection, where every pair celebrates individuality in men’s footwear and fashion-forward style.
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.
