MAM
Yahoo! India launches ‘Mobile Mega Fest’
MUMBAI: Marking the 10th anniversary of it’s parent company, Yahoo! India today announced the Yahoo! Mobile Megafest, an offer for mobile users across the country. Staring 21 March , mobile consumers will get an opportunity of downloading select ringtones, wall papers, polyphonic tones, mobile games, logos and picture messages free of cost through the Yahoo! India shotcode 8243.
Yahoo has also tied up with all its cellular partners like Hutch, Orange in Mumbai, Airtel, Oasis Cellular, Escotel, Aircel, Spice and Dolphin in Mumbai for coming up with this never before mobile offer in the country. For entering into this world of free mobile content, all a consumer needs to do is: SMS the word ‘Free’ to 8243.
Yahoo! India Mobile head Vishal Maheshwari said, “Yahoo! India’s mobile content, whether its ringtones, wall papers or java games is becoming a craze among the mobile users. Yahoo being one of the first providers of Short code access content is keen to expand the market for content based services, both in terms of attracting non users as well as increasing the depth of consumption among existing subscribers. We feel the Yahoo! Mobile Megafest will accomplish a lot of good for the mobile community’s a whole in terms of expanding the market for mobile content.”
During the Yahoo! Mobile Megafest, consumers can download unlimited content from a chosen list; whether it’s ringtones from latest Bollywood tracks, or fast paced mobile games like Desert Rally or Banana split no download fee will be charged. Only standard operator charges for SMS to shortcode 8243 will apply during this Megafest.
Normal download costs vary (depending on the operator) from Rs. 7 – 10 for ringtones to Rs. 50 – 99 for mobile games. For wall papers the standard rate of download is Rs. 10, for polyphonic tones its Rs. 10 -15, while the rate for downloading a logo or a picture message could vary from Rs. 3 – 8. Consumers will be freed of these charges during the Yahoo! India Mobile MegaFest. The Yahoo! Mobile Megafest will be on from March 21st to March 31st 2005.
“I request all Yahoo! India mobile users to participate in the Mobile Megafest and make Yahoo!’s 10th Anniversary celebrations a huge success in India. It’s a once in a lifetime opportunity for mobile lovers.” concludes Maheshwari.
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.
