MAM
AlterType and Chalet bring joy to hospitality
MUMBAI: Chalet Hotels’ new-age premium lifestyle brand, Athiva Hotels & Resorts, has arrived with a smile, and a promise. Its debut brand campaign, Joy Is On The House, crafted by creative agency AlterType, redefines premium hospitality by blending authentic joy, wellness, and sustainability in equal measure.
Launched with a cinematic film, the campaign introduces Athiva not just as a hotel brand, but as a place “where guests don’t just check in, they come home.” The brand’s first property, Athiva Resort & Spa, Khandala, opened in October, with new destinations in Navi Mumbai, Aksa Beach, Goa and Kerala soon to follow.
“Athiva embodies the perfect balance between the assurance of the expected and the delight of the unexpected,” said Chalet Hotels Ltd vice president – marketing & sales Rachit Gupta. “Designed for modern travellers, Athiva stays rooted in Indian warmth while offering contemporary experiences that inspire joy and connection.”
From naming to narrative, AlterType has been integral to shaping Athiva’s brand DNA. “We wanted to build something that doesn’t just advertise joy, but quietly delivers it, from booking to check-out,” said AlterType co-founder & managing director Siddharth Loyal.
Through film, digital storytelling, and immersive on-ground experiences, Joy Is On The House positions Athiva as a new benchmark in premium hospitality, one where joy isn’t just an offering, it’s the entire experience.
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.
