MAM
Zee TV to replace DID lil Masters with ‘Dance Ke Superkids’
MUMBAI: Riding on the success of the just concluded ‘DID lil Masters 2‘, Zee TV has sold out all the ad inventories for the succeeding show at 9 pm, ‘Dance Ke Superkids‘.
Hindustan Unilever‘s Knorr, title sponsor of the mega show ‘DID lil Masters 2‘, will continue this arrangement with the new show.
Zee TV has got Moneygram and Visa on board as associate sponsors.
Zeel chief sales officer Ashish Sehgal said, “All our inventories have been sold out for Dance Ke Superkids because of the success of DID lil Masters 2.”
‘Dance Ke Superkids‘ will hope to cash in on the popularity of ‘DID lil Masters 2‘, the finale episode of which helped the channel be No.1 in the Hindi general entertainment channel (GEC) space for the week ended 18 August.
‘Dance Ke Superkids‘ is a challenge between the finalists of DID lil Masters 1 and 2. It is the next leg of the property DID lil Masters.
Starting 25 August, the five-week series will air every Saturday and Sunday at 9 pm.
‘Dance Ke Superkids‘ will pave the way for another mega reality show, Sa Re Ga Ma, that launches in September-end at the same time slot.
From 7 September, this new show from Zee TV will compete with Sony Entertainment Television‘s Amitabh Bachchan-hosted game show Kaun Banega Crorepati season 6.
Dance Ke Superkids will be hosted by Jay Bhanushali and Shreya Acharya. It will have Geeta Kapur and Farah Khan as judges.
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.
