MAM
Yahoo! India appoints Sonya Banerjee as head – marketing
MUMBAI: Yahoo! India has appointed Sonya Banerjee as head – marketing with immediate effect.
Banerjee has over 10 years of experience in media and marketing, having worked with agencies like Trikaya Grey Grey worldwide and HTA -Fulcrum as well as with Onida (MIRC Electronics).
Banerjee brings to the table local and regional consumer insights of Indians, which should be of value as Yahoo! India plans to increase both the reach and engagement of its products with online and mobile users across India who come from diverse cultures and background.
Yahoo! India country manager Neville Taraporewala said, “Sonya, with her experience and knowledge of the business, coupled with her energy, drive and passion, is a perfect fit for Yahoo! India. She has always played an instrumental role in developing, planning and successful execution of Yahoo! campaigns. With Sonya’s sheer energy and lateral thinking, she’s a maverick in her field and an asset to the overall business.”
Banerjee said, “Yahoo! provides me with a challenge to help it build audiences from across this large country with so many culturally different communities. The focus will be to assist the different business units locally to achieve their reach and engagement goals through optimised marketing solutions in India.”
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.
