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adidas India launches its ‘Impossible is Nothing’ campaign
Mumbai: Sportswear giant adidas has launched its ‘Impossible is Nothing’ campaign through the voice of athletes such as Rohit Sharma, Manpreet Singh, Mirabai Chanu, Simranjeet Kaur, and Lovlina Borgohain.
Harnessing the power of sport, adidas brought forward the narrative of sustainability using Rohit Sharma’s shoes as a canvas inspiring the viewers to see the possibilities of a sustainable future. The customised spikes brought to life the three causes on- ‘Save The Rhinos, Save The Corals, and Plastic Free Oceans’ as the cricketer sported the shoes during an international sporting event.
“Through the stories of some of our key athletes, we intend to bring to life the ‘impossible is nothing’ attitude and inspire our consumers and communities to see and realise their possibilities,” said adidas India senior director Sunil Gupta. “With rebellious optimism, we are driven by action to shape a better future together. We see ourselves playing the role of a catalyst with our partners, like Rohit, who have been building conversations around sustainability.”
The shoes are aesthetically crafted by designer Aaquib Wani in collaboration with the sportswear brand to garner people’s attention towards sustainability and the environment in a unique way, said the statement.
“adidas has been the driving force of positive change in the lives of people beyond athletes, inspiring us all to push boundaries. I personally resonate with the ‘impossible is nothing’ attitude and was thrilled when we worked on the unique idea of representing the causes through me on the playing field,” said cricketer Rohit Sharma. “It is extremely important to have an active dialogue on matters of sustainability through all possible mediums and inspire all around us to see the possibilities of positive change.”
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.
