Lotus Herbals has launched a marketing campaign for its Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, introducing what it calls a new format in sun protection.

The campaign features Miss Universe Harnaaz Sandhu and will run across OTT platforms, social media, and out-of-home locations in metro cities. It is also supported by influencer outreach and retail activations.

The product is built around a patent-pending Hydrosome Technology, which activates on contact with moisture such as sweat or water. The formulation uses UV filters, including BEMT, and includes Edelweiss Flower Extract. The sunscreen claims up to 10-hour water resistance and aims to provide even UV protection during outdoor exposure.

The brand film takes a situational approach, focusing on common sunscreen usage challenges such as uneven application and fading protection. It is set in an urban context and targets younger consumers.

Commenting on the new Safe Sun campaign, Nitin Passi, Chairman and Managing Director, Lotus Herbals, says, "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 utilizes 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. We are confident that this innovative sunscreen will resonate well with consumers who are always on the go and require continuous sun protection for their active lifestyles.”

Actor & Miss Universe Harnaaz Sandhu further adds, “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.”