MAM
Vizeum bags Akshaya’s media mandate
MUMBAI: Aegis Media‘s media planning and buying agency Vizeum has been appointed as the media AoR for real estate player Akshaya.
The account will be handled out of agency‘s Chennai office.
Akhshaya is Vizeum‘s third account win within a week. The agency had recently won media accounts of CRI Pumps and DeOleo last week.
Vizeum MD- Indian Subcontinent S Yesudas said, “It is a matter of pride for us that more and more clients are finding value in their association with Vizeum. It also makes us very humble. I would like to say this to all our clients that we will stay focussed on your business with utmost sincerity, in as selfless a manner as possible. We thank the Akshaya management for considering us worthy. I take this opportunity to welcome the client into the Vizeum family.”
Akshaya VP sales and marketing K Srikanth said, “We are on the growth path with a need to set ourselves apart from the other players in the industry. Hence, we have been looking for a media partner who will help us with our ambitions. Vizeum came to us with good references. Once we started interacting with them, we were convinced we could safely embark on this relationship. We look forward to a long term and productive partnership with Vizeum.”
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.
