MAM
Britannia Winkin’ Cow turns milkshake bottles into virtual cricket bats in mobile game
Mumbai: Cricket isn’t just a game in India; it’s a heartbeat that echoes across every corner of the nation. As the nation celebrates India’s cricketing victory, Britannia Winkin’ Cow, India’s beloved milkshake brand is excited to announce the launch of an innovative mobile cricket game that is set to transform the way fans can play cricket. Collaborating with our technology partner MakeAR, this first-of-its-kind game seamlessly integrates Britannia Winkin’ Cow Milkshake bottles into an immersive augmented reality (AR) adventure, bringing the thrill of cricket home with a playful twist
This first-of-its-kind mobile cricket game seamlessly integrates the bottle within the game where users can play with Winkin’ Cow Milkshake bottles, turning them into cricket bats. This innovative approach not only enhances the user’s experience but also forges a stronger connection between the brand and its consumers.
The game invites participants to scan the QR code provided on the Britannia Winkin’ Cow bottles allowing them to dive into the action-packed game on the microsite. Participants play the game and score runs. As players immerse themselves in this exhilarating AR game, the top scorers will be rewarded with MetaShot Smart bats (Bluetooth-enabled) for an unparalleled cricketing experience.
Commenting on the campaign Abhishek Sinha, chief business officer – dairy, CEO Britannia Bel Foods Pvt Ltd said “We have launched this campaign specifically tailored for our young adult target group, who have a strong affinity for cricket games. We are committed to creating engaging and innovative experiences that leverage technology to provide our consumers with exceptional and immersive interactions. By partnering with MakeAR, we have crafted a truly immersive experience where Britannia Winkin’ Cow Milkshake bottles become cricket bats. Consumers can hit shots with Winkin Cow bottles and stand a chance to win MetaShot smart bats. MetaShot’s cricket game brings alive the real cricket experience into your house. “
MakeAR founder Srishti Jain commented “By using computer vision and extended reality, we have created this first-of-its-kind gesture game that showcases how deep tech impacts innovation and serves as a perfect example of its transformative power. This emerging tech was used to perfectly marry the shots played on screen with the physical bottle shots, making it a beautiful use case of going truly phygital. We are excited to see how consumers will enjoy this unique blend of cricket and extended reality”
MetaShot CEO & co-founder Prince Thomas said “We are thrilled that Britannia Winkin Cow selected MetaShot, a proudly Indian innovation, for this campaign. This collaboration extends beyond simple rewards. MetaShot has integrated Winkin Cow branding, including the Winkin Cow – Cow Corner feature, within the game, enhancing the cricket excitement and bringing alive the brand campaign.”
At Britannia Winkin’ Cow, we are always pushing the limits with our innovations since 2018. This game is another example of our commitment to bringing new, exciting experiences to our fans and reaching out to a wider audience with our innovative offerings and initiatives.“
Play the game here: https://www.cricketwc.com/ (Mobile only)
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.
