MAM
Saatchi & Saatchi creates TVC for Pillsbury
Mumbai: Saatchi & Saatchi has created the new TV commercial for Pillsbury Atta based on an insight that good food often brings small joys to mothers in everyday lives.
The new Campaign, ‘Soft Khao, Soft Bolo’, focuses on the importance of softness of ‘rotis’.
The film opens on a frightened daughter approaching her father at the dinner table with a broken mirror from his scooter, which she had taken out for a ride without his knowledge, expecting to be reprimanded for her mistake. Her mother hints at her to speak to her father after he has taken a bite of the deliciously soft PCFA roti as she expects him to be in a better mood after eating the soft rotis.
As the daughter confesses her mistake she is in for a surprise. Her father, instead of scolding her, tells her how it is important to fall as that’s the way one learns. The daughter is completely surprised and at the same time relieved.
The film ends with how Pillsbury makes soft rotis that help gladden hearts and helps mom win their small joys in life.
Says Saatchi & Saatchi NCD Ramanuj Shastry, “The idea of softness is not just product speak but a cultural reality. The mother is not just the nurturer but also the controller of the family dynamics. It is her soft approach that helps build and nurture stronger family bonds. Taking this thought ahead, we dramatised the situation.”
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.
