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Zeel and ATL invest ?3.6 million in MirriAd
MUMBAI: Indian media mogul Subhash Chandra has a strategic investment of ?3.6 million in digital brand integration specialist MirriAd through his broadcasting company Zeel and subsidiary Asia Today Ltd (ATL).
The strategic investment by Chandra‘s ATL and Zee will see MirriAd deployed across India and other markets in the Asia region on broadcast, cable and satellite, and follows the success of campaigns by Zee TV in the UK, which used MirriAd technology to integrate UK brands into the Indian-produced popular daily soap Pavitra Rishta.
Zeel chairman Subhash Chandra commented, “MirriAd‘s technology offers Zee and ATL a great opportunity to integrate locally relevant brands across all our territories, who knows, we might even be able to create an ad-free channel before long.”
MirriAd‘s digital solution means brands can be integrated into programming remotely and independently of production schedules. This MirriAd platform offers brands the opportunity to target huge audiences across many countries with ease and across a wide variety of content locally, regionally and globally.
MirriAd CEO Mark Popkiewicz said, “This is an exciting and important development for MirriAd. Asia and in particular India represents an incredibly important growth market with enormous potential for our bespoke technology for both media owners and brands. With a high GDP growth rate and a population of over 1.21 billion, India is a must have market for brands. Edge is an active and supportive investor with immense entertainment industry knowledge, and to have Subhash Chandra together with Zee and ATL commit to our future is a significant endorsement of our vision.”
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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.
