MAM
NourishCo awards media AoR duties to Mindshare
MUMBAI: Mindshare, GroupM’s media agency, has won the media AOR duties for PepsiCo and Tata Global Beverages’ JV NourishCo.
NourishCo provides “healthier hydration solutions” across urban and rural consumers. It caters to the non-carbonated ready-to-drink beverages segment and focuses on health and enhanced wellness.
NourishCo chief, sales & marketing Ashok Namboodiri, said, “We are pleased with the iconic work that Mindshare has done in the past. With their width and depth of knowledge, we look forward to working with the new experiential marketing offering by Mindshare.”
Dialogue Factory, the alternative marketing solutions provider, will lead this client relationship with Mindshare.
Mindshare leader, South Asia R Gowthaman said, “The win follows Mindshare’s close partnership with PepsiCo and we are very delighted with the opportunity to serve NourishCo with some of our continual path breaking work. Through Dialogue Factory, Mindshare is investing in providing wholesome communication programmes that specialises in customised consumer contact and to provide such a service for NourishCo is indeed a proud moment for us.”
Dialogue Factory leader Dalveer Singh added, “We could not be more excited about this win as it gives us an opportunity to build brands across both urban and rural markets. We are more excited about NourishCo’s commitment & belief in building brands through Experiential Marketing and Community participation. This partnership will bring alive the concept of marketing with them instead of marketing to them.”
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.
