Case Study:Lotus Herbals #Safesun Campaign

Brand: Lotus Herbals

Category: Beauty & Skincare (Herbal / Sun Protection)

Campaign Type: Awareness + Product Positioning

Hashtag: #Safesun

Year: 2023

About

Lotus Herbals collaborated with the Mumbai Indians (WPL team) to promote its Safesun range during the Women’s Premier League. The brand leveraged the energy of women’s cricket to spread awareness about sun protection and herbal skincare, blending sports enthusiasm with everyday skin safety.

Objective

To increase awareness about sun protection among sports fans and outdoor audiences.
To position Lotus Herbals Safesun as the preferred sunscreen for active lifestyles.
To strengthen brand visibility through high-impact sports integration.

Target Audience

Cricket fans
Sportswomen & fitness enthusiasts
Millennials & Gen Z
Sunscreen-conscious consumers

Key Strategies

Sports Team Partnership: Collaborated with the Mumbai Indians women’s team, featuring players in Lotus-branded jerseys to boost visibility during the league.
Influencer Mega Meetup: Hosted a 100+ influencer event in Mumbai to drive product awareness and generate high-impact UGC.
Fun & Engaging Activities: Organized interactive sessions and lively group activities to educate participants about sunscreen in an enjoyable way.
Holi-Themed Outdoor Activation: Leveraged Holi celebrations with players to highlight outdoor skincare and sun protection in a cultural, relatable context.
Brand & Founder’s Day Events: Strengthened brand credibility through formal events, presentations, and leadership visibility.
Matchday & Real-Time Content: Created dynamic matchday visuals of players to maintain excitement and tie sunscreen messaging with outdoor sports.

Impact

Strong brand recall across WPL audiences.
High social media engagement through influencer and player-driven content.
Increased awareness of sun protection during sports and outdoor activities.
Strengthened positioning of Lotus Herbals Safesun as a trusted, natural sunscreen brand.

Result

The collaboration with Mumbai Indians in the Women’s Premier League helped Lotus Herbals transform Safesun into a sports-friendly, youth-centric sunscreen brand. The campaign successfully combined cricket excitement, influencer marketing, and cultural moments to create high visibility and strong consumer connection.