MAM
ISA concludes the global CEO conference 2022 on ‘VUCA 2.0: transforming organisations and brands’
Mumbai: The Indian Society of Advertisers (ISA) hosted the third annual Global CEO Conference on 22 August in Mumbai.
Around 200 industry leaders gathered to discuss strategies that will enable them to triumph in today’s complex business environment.
The conference’s theme this year was “VUCA 2.0: Transforming Organisations and Brands.”
The event followed an engaging format that included keynote addresses, interesting presentations, and panel discussions by distinguished thought leaders from the industry, in line with the theme.
The keynote speakers included Hindustan Unilever chairman and chief people and transformation officer Nitin Paranjpe, who highlighted the role of technology and questioned whether organisations are ready for web 3.0.
Nitin said, “Industries and devices must be responsibly governed with technology which is designed to allow rapid innovation. Some of the technologies developing the next iteration of the internet have larger challenges than just disruptions. Other than helping us understand what is happening in the world around us better, it will also help us prepare for and create a better future.”
World Federation of Advertisers (WFA) president and Mastercard president-healthcare division, chief marketing and communications officer Raja Rajamannar said, “The whole field of content has become completely filtered and layered. The fact is that traditional marketers are assuming that people are aware. However, they need to develop a far better understanding of the subconscious processes that happen in the minds of their consumers and thereby develop new insights.”
Procter & Gamble Company chief operating officer Shailesh Jejurikar said, “Innovation is being spurred on by digital technology, and we combine innovation with human insight, so that our consumers are better off. Rapid change creates unique opportunities to drive market growth. All of these point to a positive future that can sustain people and the environment better, not only now but also for the generations to come.”
The panel discussion on VUCA 2.0 and its implications for Indian businesses saw leaders such as Diageo India managing director & CEO Hina Nagarajan, Multiples Alternate Asset Management MD & CEO Renuka Ramnath, Crompton Greaves Consumer Electricals managing director Shantanu Khosla, and Nestle India chairman & managing director Suresh Narayanan. The panel discussed various aspects, including strategies taken by companies during the pandemic, future-proofing brands, and creating a work environment that leads to optimising productivity.
Speaking about the successful third edition of ISA Global CEO conference, ISA chairman and Raymond Lifestyle CEO – India & SAARC, Sunil Kataria said, “Organisations and brands must adopt a radical and creative approach to navigate through this VUCA 2.0 world. As we have learnt during the course of this conference, the ultimate objective of transformation is to develop the capacity to swiftly change circumstances and opportunities in the market and reinvent business models to stay ahead of time.”
ISA chairman (events) Dr. R. Ramakrishnan said, “Each of the keynote speakers and panellists brought a wealth of insights, practical experience, and their case studies to add great value to the conference. The 200 industry leaders at the event have taken back a wealth of knowledge and wisdom to transform their organisations, brands and processes.”
The third edition of ISA’s Global CEO conference was powered by presenting partner Google Cloud, and co-powered by partner Hindustan Unilever Limited.
Sony Pictures Network is the exclusive gold partner, followed by Neutrogena as gold partner and P&G as co-gold partner. As associate partners, Prestige, ABP Network, Aditya Birla Group, Godrej Goodknight, and Centrum Wealth joined the list of sponsors; Adani Wilmar, Crompton, Kotak Mahindra Bank, Raymond, V Guard, Bajaj Electricals, and SugarFree Green were co-partners. Also, Storyboard 18 is the TV partner, Hindustan Times is the print partner, Adfactors PR is the PR partner, and Schbang is the social media partner.
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.
