MAM
Sandeep Sharma returns to Times of India as branch vertical head
Gurugram: Sandeep Sharma is back where it all began. The media sales veteran has rejoined Bennett Coleman & Co. Ltd., publisher of The Times of India, as branch vertical head – automobile, marking a return to his first organisation after nearly four years away.
Based in Gurugram, Sharma’s comeback follows a stint at Acko Drive, where he led revenue strategy, sponsorships and branded content for the automotive digital platform, including its flagship automobile awards and industry IPs.
With more than 17 years in the media business, Sharma has built deep expertise across the automobile, consumer durables and telecom verticals, three of the most competitive and revenue-heavy categories in Indian media. Before Acko Drive, he spent two years at Dainik Bhaskar Group as assistant general manager, heading enterprise revenue for marquee accounts such as Maruti, Hyundai, Kia, Samsung and Apple across multiple markets.
Sharma is no stranger to Times Group. He spent over 14 years at Bennett Coleman earlier in his career, rising from senior manager to deputy chief manager. In that phase, he handled key consumer durables and telecom accounts, generated annual revenues of about Rs 80 crore, and stitched together large integrated deals across print, digital, television and out-of-home.
At Times of India, Sharma is expected to sharpen the automobile vertical’s growth strategy, deepen OEM and agency relationships, and push customised branded content and partnerships in a market where competition for ad budgets is intensifying.
Sometimes, going back is not a retreat but a reset. For Sharma, the return to Times Group is less about nostalgia and more about unfinished business—this time with sharper tools and a longer rear-view mirror.
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.
