Overview

Advertisement at a Glance

On 04 May 2026, Lacto Calamine, a skincare brand from Piramal Pharma, published a vibrant quarter-page advertisement in the Jaipur edition of Rajasthan Patrika Newspaper. The campaign promotes the newly packaged Lacto Calamine Sunscreen SPF 50 PA++++ with the bold Hindi headline questioning ordinary sticky sunscreens and calling them a “Bad Move”.

The advertisement focuses on positioning Lacto Calamine as an advanced skincare sunscreen solution offering SPF 50 PA++++ protection while highlighting affordability, lightweight texture and oily-skin suitability. The campaign uses bright yellow branding, celebrity-style beauty visuals and strong retail pricing communication to attract attention quickly in a newspaper environment.

Media Profile

About Rajasthan Patrika Newspaper – Jaipur Edition

Rajasthan Patrika enjoys strong trust among Hindi-speaking readers across Jaipur and Rajasthan. Its readership includes urban middle-class families, students and working professionals, making it an ideal platform for mass-market FMCG and skincare brands targeting wide consumer segments.

Case Study – Section 1

Purpose of This Advertisement

Primary Objective

The primary objective of this advertisement was to promote Lacto Calamine’s SPF 50 sunscreen as a superior alternative to sticky traditional sunscreens while increasing product awareness and driving retail purchase intent during peak summer season.

Secondary Objectives

• Launch and promote the new sunscreen pack
• Drive product trials among skincare-conscious consumers
• Highlight premium sun protection benefits
• Promote affordability at ?219 price point
• Strengthen Lacto Calamine’s skincare expertise positioning
• Create summer-season product urgency

Case Study – Section 2

Why Was This Advertisement Published in Newspaper?

Summer skincare products perform strongly in print advertising because newspapers effectively reach household purchase decision-makers every morning. Regional-language newspapers especially help FMCG brands communicate directly with family audiences in a trusted environment.

Reasons Behind Newspaper Advertising

• High summer relevance during peak heat season
• Strong reach among family-oriented consumers
• Excellent visibility for FMCG promotions
• Builds trust through print media presence
• Supports retail purchase decisions
• Enhances local market recall in Jaipur and Rajasthan

Case Study – Section 3

Target Audience

The campaign targets skincare-conscious urban consumers, especially women and young adults looking for lightweight and effective sunscreen solutions during Indian summers.

• Women aged 18–40
• College students and young professionals
• Consumers with oily or combination skin
• Beauty and skincare product users
• Urban middle-class Hindi-speaking households
• Summer skincare product buyers

Case Study – Section 4

Creative Strategy

Bold Hindi Headline

The advertisement uses a conversational Hindi headline questioning ordinary sticky sunscreens and calling them a “Bad Move”. This instantly grabs reader attention and creates curiosity.

Bright Summer Colour Palette

Yellow dominates the creative design to symbolise sunshine, warmth and summer energy while simultaneously improving newspaper visibility.

Beauty-Centric Visuals

The smiling female model creates aspirational skincare appeal while communicating freshness, comfort and confidence associated with using the product.

Retail Pricing Visibility

The ?219 pricing communication is prominently highlighted to encourage impulse purchase and affordability perception.

Case Study – Section 5

Product Positioning

Lacto Calamine positions this sunscreen as a modern, lightweight and skincare-focused sun protection product designed specifically for Indian weather conditions and oily skin concerns.

Rather than competing only on sun protection, the brand combines skincare expertise with beauty positioning to appeal to consumers seeking both protection and skin comfort.

Case Study – Section 6

Key Features Highlighted in the Advertisement

• SPF 50 protection
• PA++++ UVA & UVB coverage
• New packaging launch
• Affordable ?219 pricing
• Designed for oily skin
• Lightweight sunscreen positioning
• Skincare expert branding
• Summer-specific usage appeal

Case Study – Section 7

Media Strategy

Choice of Rajasthan Patrika

Rajasthan Patrika was strategically selected because of its massive readership among Hindi-speaking urban consumers in Jaipur and Rajasthan. The newspaper is particularly effective for FMCG and beauty brands seeking wide household penetration.

Quarter-Page Format Strategy

The quarter-page format offers strong visibility while remaining cost-efficient for FMCG campaigns that require high-frequency publishing across multiple cities and editions.

Seasonal Timing Strategy

Publishing during early May aligns perfectly with rising summer temperatures in Rajasthan where sunscreen relevance and consumer attention are at peak levels.

Case Study – Section 8

Expected Outcomes from Publishing This Advertisement

• Increase in sunscreen product awareness
• Higher retail and pharmacy enquiries
• Growth in trial purchases among new users
• Improved summer-season sales volume
• Strengthened skincare category positioning
• Enhanced brand recall among Hindi-speaking consumers

Case Study – Section 9

Who Should Publish Ads in Rajasthan Patrika Newspaper?

• FMCG and skincare brands
• Retail and consumer product businesses
• Healthcare and wellness companies
• Educational institutions and coaching centres
• Automobile and electronics brands
• Real estate developers and builders
• Jewellery and fashion retailers
• Hospitality and tourism businesses

Case Study – Section 10

What Response Can Advertisers Expect from Rajasthan Patrika Newspaper?

Advertising in Rajasthan Patrika delivers strong regional visibility and high trust among Hindi-speaking audiences in Rajasthan. The newspaper is particularly effective for FMCG, skincare, retail and education brands targeting urban and semi-urban family consumers.

• Strong household audience reach
• Excellent visibility in Rajasthan markets
• Good response for FMCG and retail products
• Strong local market credibility
• Better recall through regional-language communication
• High engagement among family readers

Case Study – Section 11

Learnings for Advertisers, Agencies & Designers