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First Promax&BDA Arabia conference kickstarts in Dubai
MUMBAI: The first Promax&BDA Arabia conference, which opened in Dubai today, saw Pan-Arabic promotion, marketing and broadcast design executives stressing on the importance of visual creativity and home-grown branding in the Middle Eastern television industry.
The conference is being held at the Emirates Towers Hotel, through 4 May in Dubai.
“With the launch of the first ever Promax&BDA Arabia conference here in Dubai, we are planting a seed in the Middle Eastern television industry by bringing the best marketing and design experts from around the globe. We will continue each year to bring the region reputable speakers and sessions to educate the expanding market and share ideas on how to successfully brand and promote channels,” said Promax&BDA EMEA senior vice president and managing director Carmen Alzner.
MBC Group director marketing, PR and commercial Mohammed Al-Mulhem said, “MBC is honoured to be the main sponsor for an event that celebrates the rich talent, creativity and vitality of the Middle East’s television industry. As the Arab world’s first broadcaster, MBC is dedicated to further supporting the homegrown talent of the Middle East and to shine the global spotlight on our brightest and best.”
Cairo-based Graphic Aroma general manager Sally Rawlings added, “The launch of new channels in a relatively new television and satellite industry in the Middle East provides us with a platform to produce highly innovative and inspiring branding that captures the viewer’s imagination and the regions spirit.”
Orbit Communications Company senior vice president – creative services and programming (Operations-Western Programming) Khulud Abu Homos will present “Off-Limit Zone to No-Limit Zone,” which is a panel discussion, featuring case studies that addressed religious and social restrictions Middle Eastern TV channels face when trying to broadcast Western entertainment to the Arab world. The session will highlight creative solutions for promotion and advertising executives to overcome these constraints.
On the other hand, Dubai Media Incorporated branding consultant Obeida Sidani will present “D’Cadence, Extreme Makeover: A Television Reality,” on 4 May. Sidani’s session will address Arabic television broadcast design, what appeals to the growing Pan-Arab market and image awareness in the governmental television stations. Sidani will share examples of the re-branding of the two national stations in Dubai, Dubai Television and One TV.
The first ever Promax&BDA Arabia Awards will celebrate the best promotion and broadcast design work from the Pan-Arab region.
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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.
