iWorld
Lotus Herbals unleashes new social media campaign with Anushka Sen
Mumbai: Lotus Herbals, unleashes a social media campaign with Actor and mega influencer Anushka Sen for its White Glow 3 in 1 Deep Cleansing Facial Foam. As the face for Lotus White Glow, Anushka will feature in a DVC which will run across social media platforms that include Instagram, Facebook and YouTube. The DVC amplifies the attributes of Lotus White Glow 3 in 1 Deep Cleansing Facial Foam, a face wash crafted with a combination of potent ingredients that include Aloe Vera, Milk Enzymes, and Alpha Arbutin. This unique formulation addresses dark spots, sun tan, and dullness, providing a comprehensive solution for all skin types. This innovative Facial Foam is specially curated to deeply cleanse the skin and protect it from UV rays, making it less vulnerable to sun damage. Its unique formulation blocks melanin production, imparting a radiant glow.
The new DVC is a delightful film that targets a youthful GenZ audience and its communication is fresh in terms of style and messaging. The film is dynamic, with the frame shifting between Anushka Sen in her bedroom, lounging in a swimming pool and at a formal event in a snazzy dress. Anushka addresses three major skin problems, dark spots, sun tan and how to get that perfect glow. She asks, if there is a solution that addresses all three issues simultaneously. She empathically answers, Yes and introduces the Lotus White Glow 3 in 1 Deep Cleansing Face Wash as the solution. Looking radiant and beautiful, Anushka speaks directly to the consumer and highlights the powerful ingredients which include Aloe Vera, Milk Enzymes, and Alpha Arbutin, known for their skin benefits. She emphasizes that the face wash with the power of 3x promises clear glowing skin. The film closes by focusing on the White Glow 3 in 1 Deep Cleansing facewash along with all the variants of the White Glow face wash range.
Commenting on the new campaign, Lotus Herbals chairman & managing director Nilin Passi says, “We are excited about our new campaign with Anushka Sen who resonates with digitally savvy GenZ consumers, thanks to her popularity and large fan base. The White Glow deep cleansing face wash is a perfect blend of nature and science, which offers an effective cleansing experience without compromising the skin’s natural moisture balance. Lotus White Glow 3 in 1 Face Wash is your perfect ally for maintaining a clear, glowing complexion, every day.”
Anushka Sen further added, “I’m thrilled to be associated with Lotus Herbals White Glow and their amazing 3 in 1 Facial Foam. This face wash is a total game-changer as it helps reduce dark spots and tan, deeply cleanses, and gives your skin that amazing glow without drying it out. Make it a part of your skin care regime and see the magic.”
The Lotus Herbals White Glow campaign with the stunning Actor and mega influencer Anushka Sen will play out on her social media channels to attract maximum visibility. Through this glamorous campaign, the 22year old Global Youth Icon will reach out to her audience of over 45 million followers. To create maximum buzz for this hi-decibel campaign, Lotus Herbals will also engage over a thousand nano and micro influencers to spread the word on the White Glow 3in 1 facial foam. The campaign will also play out on the brand’s social media channels such as Facebook, Instagram and YouTube. In addition, Lotus Herbals will promote the campaign through In-store branding and POP which will include banners, danglers, table-tops and posters across Retail channels.
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
