Lotus Herbals debuts HydroActivated Sunscreen; rolls out campaign with Miss Universe Harnaaz Sandhu

Lotus Herbals has unveiled a high-impact marketing campaign for its latest innovation—Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, positioned as sunscreen powered by HydroActivated technology. The campaign features Miss Universe Harnaaz Sandhu and will be amplified across OTT platforms, social media channels, and prominent outdoor locations in key metro cities.

At the heart of the launch is the product’s patent-pending Hydrosome Technology, designed to redefine sun protection. Unlike traditional sunscreens that may lose effectiveness with sweat or moisture, the new formulation uses moisture as a catalyst. Activated upon contact with water or perspiration, it delivers a claimed 2X protection boost, ensuring enhanced defence against UV rays during peak exposure. The sunscreen is formulated with next-generation UV filters such as BEMT and enriched with Edelweiss Flower Extract to offer hydration along with protection. It also claims up to 10-hour water resistance and 360-degree even UV protection.

The campaign film adopts a contemporary, tongue-in-cheek approach, highlighting common sunscreen challenges such as uneven application, fading protection, and tanning despite usage. Set in relatable urban scenarios, the digital video campaign positions the HydroActivated Sunscreen as a high-performance, reliable solution tailored for Gen Z and active consumers.

Commenting on the launch, Nitin Passi, Chairman and Managing Director, Lotus Herbals, said, “We are excited to introduce India’s first sunscreen with HydroActivated technology—our most innovative product launch to date. This is not just a sunscreen, but a technological breakthrough that becomes more effective when the user is most active.”

Harnaaz Sandhu added, “I am thrilled to partner with Lotus Herbals for this campaign. In my routine, I rely on products that are both functional and dependable. This sunscreen adapts to my pace and offers enhanced protection when I need it the most.”

The integrated campaign will roll out across Instagram, Facebook, and YouTube, along with placements on OTT platforms including JioStar CTV and Zee5. It will also feature on Zee Bangla during the popular show Sa Re Ga Ma Pa. To further amplify reach, the brand will collaborate with over 1,000 influencers across categories and activate in-store branding and point-of-purchase displays across retail channels.

Through this 360-degree campaign, Lotus Herbals aims to strengthen awareness and position the HydroActivated Sunscreen as a high-performance, everyday essential for modern consumers.