MAM
This International Tea Day, brew a delightful experience over a cup of Society tea
Mumbai: Premium tea maker and a celebrated household name, Society Tea through its Tea Society Called India campaign talks about binding us unequivocally as a nation. No matter what our differences may be, the ritual truly symbolizes ‘unity in diversity, and a common language transcending regional distinctiveness through our love for tea.
Celebrating love for tea, Society Tea hopes that this International Tea Day brings new and refreshing energy, allowing one and all to rekindle their chai time with their near and dear ones. Being a constant in every Indian’s life, tea has become an integral part of our lives.
Society Tea director Karan Shah said, “India is a nation that loves drinking tea. Tea is an intricate part of both its culture and history and is a habit embedded into life. Tea Society Called India rejoices all those small moments in the day, wherein people come together to enjoy a cup of chai. We also want to urge everyone to stay indoors and stay safe and hope that on this International Tea Day, you brew delightful experiences over a cup of chai with your family and friends, even when miles away. We hope that this day instills love and joy we soon come together as a community to enjoy our tea together.”
Society Tea’s Tea Society Called India: Embed link: https://teasocietycalledindia.com/
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.
