MAM
Yahoo! India, Shaadi.com launch matrimony channel
MUMBAI: Yahoo! India, the leading Internet communications and media company, has tied up with online matrimonial facilitator Shaadi.com to launch a host of wedding and allied services on a channel called India Matrimony hosted on www.yahoo.co.in.
The exclusive channel will provide services such as online search for life partner, matching horoscopes, planning wedding and honeymoon.
Announcing this alliance, Yahoo! India sales and business development director Neville Taraporewalla says: “This ‘marriage’ is a big occasion for the two partners who have been associated with each other since quite some time. Yahoo! India has been a successful online platform for matrimonial advertisers in the last two years. The completely integrated channel Yahoo! India Matrimony will give our 29 million registered users a one-stop opportunity to find one’s life partner.”
Shaadi.com’s holding company Mittal Media chairman and CEO Anupam Mittal adds: “The tie-up has great potential for us since we would now be directly accessible to 29 million registered Yahoo! India users – up from one million users registered on Shaadi.com.Shaadi.com’s tie-ups for wedding merchandise and ancillary services like bridal attire, marriage halls, wedding halls, jewellery, travel amongst others will add extended value to the online partnership.”
Speaking about the fate of online properties in the face of the a general meltdown and recession, Yahoo! India’s Taraporewalla says: “This year 2003 – the fourth year of existence – has been a good year for us and we have seen a remarkable turnaround. We also underwent a restructuring process. However, I am not at liberty to reveal revenue figures as it is part of the parent company’s consolidated financials.”
Yahoo! India has recently launched its marketing solutions centre to provide advertisers with a wide range of marketing solutions and tools on the Yahoo! network. The centre is divided into three sections: Campaign tools, Advertising tools and Yahoo! tools. The Yahoo! India Mobile short-code 8243 can be accessed across the nation and has a reach of seven million mobile subscribers. Brands like Cadbury’s, Pepsi, Kinetic and BBC have taken advantage of the integrated marketing programmes.
Mittal also refused to divulge details of the agreement between Shaadi.com and Yahoo! India. Speaking about the premium membership details, Mittal elaborates: “Most of our services are free and we have facilitated 25,000 marriage alliances till date. However, when registered members seek premium membership we charge them Rs 1,000 for three months, Rs 1,650 for six months, Rs 2,750 for a year.”
Such alliances indicate that the Internet has emerged as a truly potent matchmaker in the Indian context.
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.
