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Dwight ‘Mitch’ Barns will be new Nielson CEO
MUMBAI: World known media measurements and ratings company Nielson has found a replacement for current CEO David Calhoun who is set to step down on 1 January 2014. Dwight ‘Mitch’ Barns will take over the reins from Calhoun who will take the role of executive chairman. Barns is currently global client service president.
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Barns has been in the company from the past 16 years while Calhoun has been CEO since 2006 when he joined the company. Prior to this Calhoun had been with General Electric for 26 years. As exec chairman he will be a guide to Barns and other executives. He will also remain a substantial owner of Nielson equity purchased and earned by him while he was the CEO.
Barns has held positions of Nielson’s US TV ratings business and president of greater China region. Before Nielson, he was with Proctor & Gamble for 12 years. Calhoun helped Nielson turn from a privately held firm to a publicly traded company overseeing its IPO (Initial Public Offer) in 2011.
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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.
