MAM
Mirum India partners with Sprinklr to power next-level customer engagement
Mumbai: Mirum India, a Wunderman Thompson company, today announced a strategic partnership with Sprinklr, the unified customer experience management (Unified-CXM) platform for modern enterprises. The partnership allows Mirum India clients to benefit from strategic digital marketing guidance combined with access to Sprinklr’s enterprise software platform for digital marketing, research, customer service, and social media management.
The partnership brings together the expertise of Mirum India as a MarTech leader and Sprinklr’s industry-leading Unified-CXM platform, known for its robust social media management, social research, marketing, and customer service capabilities. This collaboration is expected to drive enhanced value creation for customers, elevating their brand experiences to new heights.
“This strategic collaboration with Sprinklr is a significant step forward in our commitment to delivering unparalleled customer experiences through the power of MarTech,” said Mirum India joint CEO Hareesh Tibrewala. “With our combined expertise, we are set to drive innovation and create value-driven solutions that empower brands to connect with their customers in more meaningful and impactful ways, setting new industry standards.”
“We are pleased to partner with Mirum India, a pioneering MarTech agency,” said Sprinklr divisional vice president Bikram Mazumdar. “Our shared vision for delivering exceptional customer experiences, combined with Mirum India’s innovative approach to digital marketing and strategic consulting, presents an exciting opportunity to drive transformational results for our clients. We are confident that this collaboration will redefine industry benchmarks for delivering a unified customer experience.”
Mirum India and Sprinklr are committed to delivering cutting-edge solutions that empower brands to connect with their customers in more meaningful and impactful ways. With combined expertise in MarTech and CXM, this partnership is poised to drive unparalleled value creation for customers, setting new benchmarks in the industry.
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.
