MAM
Tata Indicom launches new scheme; unveils five new handsets
BANGALORE: Mobile services provider Tata Indicom (Tata) has announced their new initiative ‘Non Stop Mobile’ with a catchy phrase ‘Chal Chala Chal’. This scheme, applicable across twenty circles and 1500 towns where Tata has a presence, was launched simultaneously today in seven to eight cities all over India including Bangalore and Mumbai.
The new scheme comes bundled with five handsets – Indicom Star, Indicom Ace, Samsung Neo and Kyocera priced at Rs.3,999, Rs.2,499, Rs.2,999, and Rs.3,249 respectively, with the price for the Nokia 2112 bundle to be announced shortly. Theses prices are all inclusive across India and an Rs 50 talk time valid for a period of two years from the date of activation, stated an official release.
Incoming calls within the circle will be free for a period of two years from the date of activation, even if there is no balance amount left on the pre-paid subscription. During roaming the regular True Paid scheme conditions will be applicable. This Non Stop Mobile scheme will end on 30 November, the release adds.
Tata Tele Services president-marketing Harish Bhatt said during the Bangalore launch “TTL is lighting a fire in the world of mobile communications which will change the way Indians talk forever. We are deeply committed to translating the Tata vision into the field of communications bringing a fair deal and a better quality of life to millions of Indians with this unique service.”
Tata has a new television commercial (TVC) created by MacCann creative head Prasoon Joshi starring Tata’s new ambassadors – the husband and wife duo of Ajay Devgan and Kajol up its sleeve to promote the new scheme.
In the TVC, Kajol (Sweety) is a newsreader on a presently fictional Tata Mobile News Channel who announces the public reaction to the ‘Non Stop Mobile’ scheme and takes us to colleague Bankleshwar Prasad (Ajay Devgan) who is in Goa via live video. The camera pans a jubilant mob surrounding Devgan who announces the excitement around the ‘Non Stop Mobile’, and urges all to sing a number from the film Bobby. The camera now pans back onto the news studio and catches an embarrassed Kajol swaying to the tune of this number. The TVC ends with the catch line Chal Chala Chal mouthed by Devgan.
A budget of Rs.30 – 40 million has been earmarked for the campaign ‘Non Stop Mobile’ including TVC’s, according to Bhatt.
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.
