MAM
Triton to handle Combbos account
MUMBAI: Creative agency Triton Communications has won the creative and digital duties for Combbos following a multi-agency pitch. The account will be handled out of the agency‘s Delhi office.
A source said that the media duties for the account will also be awarded to Triton, but an official confirmation will be given only later this week.
Triton Communications Delhi branch head Rohit Madhusudan confirmed that the agency had won the creative and digital duties for Combbos.
The pitch was lead by Triton Communications CSD Prashant Mishra and creative director Subroto Mitra.
Triton Communications was established in 1991 and has offices in Delhi, Ahmedabad, Pune, Mumbai and Bangalore. Its clients include Adani Wilmar Ltd, A.B. Jewels, Add Gel Pens, Silk Mark Organisation of India, Ministry of Textile, GOI, Department of Information & Publicity, Government of Karnataka, Department of Information & Publicity, GOK, Desai Brothers Ltd, Eureka Forbes Ltd, Force Motors Ltd, Government of NCT of Delhi, Greaves Cotton Ltd, Hamdard, Indus Steels & Alloys Pvt. Ltd, Ministry of Railways, Government of India, National Egg Co-ordination Committee (NECC), Orient Papers & Industries Ltd, United Breweries Ltd, Vadilal, Videocon Industries Ltd, Venky‘s (India) Ltd, Vini Pvt. Ltd, Wagh Bakri, Yes Bank Ltd and Zydus Wellness.
Combbos is the first venture from SANS Retail Ventures. An authorised e-tailer working with a network of consumer electronics, home appliances, entertainment gadgets, IT and mobile manufacturers/establishments, Combbos is an e-commerce platform that provides good bargains. The platform was put to beta testing in September 2011 and has been operational since then.
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.
