MAM
Wunderman Thompson South Asia and Panasonic invite India to ‘Meet The Future’
MUMBAI: Connected Living is the future and intelligent machines will soon minimise human effort across all areas, we all know. Panasonic brings this future into Indian homes now, with the launch of its MirAIe platform asking India to Meet The Future. Powered by IoT and AI, MirAIe – Panasonic’s connected living solution updatable platform allows for customization of sleep profiles on their air conditioners such that one never has to wake up in the night feeling too cold. The connected air Conditioner has intelligent and unique features such as the customized sleep mode that enables enhanced flexibility as it allows users to pre-set temperature profiles through the night for comfort.
The campaign created by Wunderman Thompson South Asia focusses on the younger, future forward millennials, who expect far more from life and don’t wish to be stuck with yesterday’s technology. A three part series, the campaign, brings alive irritations with yesteryears’ tech and presenting the value of future forward connected tech. Trying to switch off the lights by throwing tennis balls at the switch, dipping temperatures ruining glorious dreams on an un-prefixed AC show, resolving a young, modern couple’s tiff over who has to open the door and the enjoyment of a morning when all the chores are taken care of – quirky, young situations bring alive the benefits of connected homes across various moments of the day. The focus on younger millennial lives further emphasizes the needs of a generation that is done with doing everything themselves, who’d rather focus on the multiple more interesting things they have to do in life. An audience that is the future and demands the future. To them, Panasonic says come, Meet The Future of Connected Living.
Shirish Agarwal, head of brand and marketing communications, Panasonic India, said, “At Panasonic, we are committed to our vision, of creating ‘A Better Life, A Better World’. We are constantly working on new and advanced innovations that enhance the experience of our consumers and to bringing these innovations to the Indian market. With the launch of our MirAIe platform, we bring to India the wonders of connected living – the joy of living every moment, with all of one’s chores and needs easily met, with barely a finger lifted. The campaign brings alive this sense of ease and fun that is possible in life when connected tech from the future is a possibility today.”
Joy Chauhan – SVP & managing partner, Wunderman Thompson, Delhi, said, “Panasonic is an iconic name for appliances in India and across the world. The brand has proved its Japanese heritage of bringing innovations and cutting-edge technology that makes lives simpler, better. The campaign captures this message simply, through everyday life situations, therefore emphasizing more the difference that connected technology can mean to our lives.”
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.
