MAM
Motorola hands social & digital mandate to Omnicom
MUMBAI: Motorola Mobility India has awarded its social media and digital creative mandate to Omnicom Media Group post a multi-agency pitch.
Omnicom partnered with 21N78E Creative labs for the pitch and the business will be managed out of Gurgaon.
Motorola head of marketing Rachna Lather says, “Our brand and products are uniquely placed in the consumers’ mindset. An iconic brand with a youthful energy, our brand resonates well with our audiences. We have a good line-up of launches this year, starting with the launch of moto g6 and moto e5 families. We were looking for potential partners who could help push the envelope, think strategically and conceptualise campaigns that can break the category code.”
Omnicom Media Group managing director Sudhir Nair adds, “I remember my Motorola handsets from the past, because of the brand’s strong marketing campaigns and positioning. The brand is indexed heavily on the fan following it enjoys, as well as the USPs and features that make it a great product. Needless to say, this win reinforces Omnicom Media Group’s credentials as a full-service media network.”
21N78E COO Nikhil Shahane mentions, “As an agency that was setup to bridge the ever-increasing gap between businesses and today’s consumers, Motorola is the perfect brand for us to partner with. We’re excited to leverage our creative-tech capabilities as we collaborate on how best to do disruptive work to match the devices that make this a youth brand.”
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.
