MAM
ADOHM comes on board as sponsors for Bloomberg|Quint’s web -series ‘Brandsmiths’
MUMBAI: ADOHM, a new age marketing platform powered by artificial intelligence, has come on board as the sponsor for Bloomberg|Quint’s web -series Brandsmiths. The series is an effort to showcase excellence of teams that are custodians of the brand and have created path breaking marketing campaigns to catapult the brand to success.
Speaking on the same, ADOHM co-founder Kuldeep Chaudhury said, “We are glad to partner with Bloomberg|Quint for their web-series Brandsmiths. This platform has a unique reach and we are sure we will be able to reach out to maximum audience with this association.”
Commenting on the association, BloombergQuint CEO Anil Uniyal said, “In this season of Brandsmiths, we speak with some of the best marketing practitioners in the country & try to understand their perspective on building brand salience in this era of technology dominated by Artificial Intelligence. We could not find a better partner but ADOHM for the same.”
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.
