MAM
Chandradeep Mitra is new president of OMS
MUMBAI: Chandradeep Mitra has been appointed as the president of Mudra’s media agency Optimum Media Solutions (OMS).
Mitra will be based out of Mumbai and will report to Mudra managing director and CEO Madhukar Kamath.
On the other hand, Sandeep Vij, who was heading OMS as president will continue to remain with the group and will be handling specific group assignments.
Speaking to Indiantelevision.com on his mandate at OMS, Mitra said, “The first on my priority list to set up OMS’ own research and knowledge unit as I feel it is essential for a media agency to have one. We are looking at hiring a set of professionals for the same and I have set myself a target of three months to set this up.”
Mitra’s other agenda will be to bring the agency to the forefront. “OMS is a good agency but it lacks visibility. Our aim is now to take it to the next level of visibility and salience and create a public profile,” he added.
Kamath said, “Chandradeep’s mandate is to lead OMS into becoming a holistic integrated communication investment services company. With his strong credentials and rich experience, he is a valuable addition to the Mudra family.”
Mitra will also be heading Mudra’s specialist brand integration divisions namely – Mudra Videotech (content sourcing and marketing specialist) and Tantr Films (content creation specialist).
Mitra added, “The Mudra Group has some exciting plans for the media and content space, and it’s great to be able to lead the initiative. With our two divisions – Mudra Videotech and Tantr – there is a great opportunity for branded content and integrating it with media in order to create a powerful media product.”
OMS recently secured the Anil Dhirubhai Ambani Enterprises (ADAE) media AOR. “The task ahead for OMS is to be, the single point for the entire communication spectrum including OOH, interactive, activation… along with a team that measures ROI for the ADAE group,” he added.
Mitra – an IIT Kharagpur and IIM Calcutta alumni – has close to 17 years of experience in diverse fields including mainline advertising, interactive, direct and healthcare. In his previous assignment, he was Lintas Personal and Lintas Healthcare president.
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.
