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Manas Mishra moves to Vizeum
MUMBAI: Aegis‘ Vizeum India has appointed Manas Mishra as executive vice president and national strategy director.
Mishra moves from Lintas Initiative Media (LIM) where he held the post of president.
Mishra will be based in Delhi with a national responsibility and will report to Vizeum MD Indian subcontinent S Yesudas.
Yesudas said, “I had the pleasure of working with Manas when I was looking after Initiative Media. Vizeum is at an interesting juncture in its journey. Manas brings on board all that‘s needed for its future growth.”
Mishra said, “Aegis Media overall and Vizeum in particular have had a dream run in 2012. What attracted me to Vizeum is the determination with which the company has been built from scratch as well the faith of clients.”
Mishra held various positions during his 18 years of media career in agencies like Contract Advertising, Initiative Media, Mudra Max and Starcom China. He joined LIM in 2012 to replace Sudha Natrajan when she left the agency to start her media venture The Media Cafe.
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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.
