MAM
22feet Tribal WW strengthens leadership with appointment of Anvita Arora and Shyam Nair
MUMBAI: 22feet Tribal Worldwide has announced the appointment of Anvita Arora as vice president & head of Mumbai and Shyam Nair as executive creative director. The announcement marks their return to the company after successful stints across top creative networks. Their journey at 22feet Tribal Worldwide comes full circle, now marked by broader perspective and a shared ambition to help shape the next phase of the agency’s growth.
Anvita and Shyam bring a sharp blend of storytelling, strategic thinking, and brand-building expertise over a combined 3-decade career span. Anvita’s unique experience across digital, content, and strategy at Yahoo, Ogilvy, Supari Studios, Kulfi Collective, and most recently, Creativeland Asia is a big plus. With leadership roles at VML, Lowe, and Creativeland Asia, Shyam has led impactful campaigns for brands like Disney Star, Netflix, and Spotify.
Commenting on the new leadership appointments, 22feet Tribal Worldwide president Vanaja Pillai said, “Over the past few years, we’ve seen strong growth and had the privilege of working with an ambitious set of brands that push us to raise the bar. Welcoming Anvita and Shyam again is not just about familiar faces returning; it’s about the energy, trust, and shared history they carry with them. Their return is a testament to the work we’re doing, the environment we’ve built, and the exciting road ahead for our clients and teams.”
Speaking on her new role, Anvita said, “I’ve always had a soft spot for 22feet Tribal WW. The people are sharp, the culture is electric, and the work has always had teeth. My primary goal is straightforward: to grow the business, expand the brands, and build teams that thrive on ideas and collaboration. What sets 22feet apart is its guts. It’s one of the few agencies that has stayed proudly digital while still thinking like a brand builder. I plan to take that legacy and push it further, creating work that doesn’t just land but lingers, work that clients back and audiences actually feel.”
“At 22feet Tribal WW, I believe we can do more than just making ads. We can craft stories that earn attention, move culture, and live beyond the brief. With the talent, the brands, and the drive to outdo ourselves, we can create work that’s built for the medium, not just the media plan. Because the best advertising doesn’t feel like advertising, it feels like something worth sharing,” added Shyam.
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.
