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L&T consolidates digital mandate with DDB MudraMax
MUMBAI: After getting the Rs 1 billion media account of Larsen & Toubro last year, DDB MudraMax has pocketed the company‘s full service digital mandate.
DDB MudraMax will handle SEM (search engine marketing), SEO (search engine optimisation), web design, online planning, buying and creative for the brand.
The agency already handled the digital media planning and buying duties for L&T and now has been entrusted with the entire range of digital duties.
The experience and engagement network arm of DDB Mudra Group runs 36 offices in India. It enables clients to interact at a single point to reach consumers through a complete spectrum of specialist touch points such as TV, print, radio, digital, out-of-home, retail, activation, events, bottom of the pyramid, sports, music, youth and entertainment.
DDB MudraMax‘s clients include Pepsi, Gillette, Volkswagen, Reebok, Aircel, ITC, Birla Sun Life, Titan, Castrol, Uninor, Star, Colgate, Standard Chartered Bank, Tata, Hindustan Times, Asian Paints, Yamaha, Kotak, Hewlett Packard, Fosters, Ashok Leyland, Western Union, Jyothy Laboratories – Henkel, LIC, World Gold Council, BPCL, TTK Prestige, Wipro Consumer Care, Amway and ACC.
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.
