MAM
ace turtle appoints Karandeep Singh Jaiya as chief business officer
Mumbai: ace turtle, India’s leading technology-native retail company today announced the appointment of Karandeep Singh Jaiya as the chief business officer. In his new role, Karandeep will lead business operations of a cluster of brands. His vision and strong leadership skills will propel the expansion of ace turtle’s fashion and toys portfolio, fostering innovation, and enriching the shopping journey for customers nationwide.
Karandeep boasts a remarkable 25 years of experience with extensive retail domain expertise across India and the UAE. He excels in various areas, including P&L management, buying & merchandising, and retail operations. His proficiency spans diverse categories and formats, encompassing apparel, homeware, beauty products, fashion, and electronics. Additionally, he possesses proven skills in crafting buying and revenue strategies for e-commerce platforms.
Commenting on the appointment, ace turtle CEO Nitin Chhabra said, “Our brands are in a strong growth phase with tremendous potential. We are delighted to have Karandeep onboard and believe his business acumen, rich experience, and leadership will be critical in driving the business of our brands across India.”
Karandeep brings a proven track record of leadership to ace turtle. Prior to joining, he served as brand head for Jack & Jones at Bestseller India, where he helped grow the brand’s market presence. His experience spans key leadership roles across India and the Middle East. Notably, he managed a $180 million business as business head at Lifestyle, Landmark Group, Dubai, overseeing 180 stores and e-commerce channels across the GCC. Early in his career, he spent 14 years at Shoppers Stop leading their buying & merchandising function. There, he successfully revitalized their denim business and managed a significant revenue portfolio.
Embarking on his new role, ace turtle chief business officer Karandeep Singh Jaiya said, “As the retail industry shifts to tech-driven omnichannel mode in India, ace turtle stands at the forefront of innovation in this realm. I am deeply inspired by the company’s relentless pursuit of retail innovation, setting new standards in the industry by utilising its proprietary technology, through data science from design to fulfilment to meet the ever-evolving needs of the customers. I look forward to partnering with the talented team at ace turtle and helping deliver business growth, seamless operations and exceptional value to our consumers.”
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.
