MAM
Ashish Medhekar joins Triton Mumbai as executive director
MUMBAI: Triton Communications has appointed Ashish Medhekar as executive director. In his new assignment, Medhekar will be a part of the core management team with the mandate to drive growth.
He moves in from JWT, where he was vice president and executive business director.
Medhekar said, “We are in exciting times and I am looking forward to the opportunity of taking the Triton story forward. Triton has a history of building solid brands and has long and deep rooted relationships with its clients and I look forward to partnering them and taking the relationships to the next level. The task is growth through great brand ideas and integrated solutions.”
Triton director Ali Merchant added, “Bringing with him a wealth of integrated experiences in communication, we are confident and looking forward to Ashish’s leadership role in Triton. Particularly in the areas of helping dynamic growth for our clients, converting new business opportunities into the Triton fold and building a team of professionals in each area of client need. We wish him the very best in this leadership role.”
In a career spanning over 20 years, he started his career with Contract Advertising and has worked with Agencies like Rediffusion Y&R as head of the Chennai office, Wunderman and Everest Brand Solutions where he headed the Mumbai office. He has also worked with Dentsu, and Enterprise Nexus.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
