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Akash Rajpurohit takes the helm at Pune Times Mirror brand
MUMBAI: Akash Rajpurohit, a veteran of India’s digital advertising landscape, has been appointed chief executive officer at Pune Times Mirror and Civic Mirror from March 2025, marking a bold new chapter for the regional media outlets.
After an 11-year stint at Jagran New Media, where he rose to national sales head, Rajpurohit has swapped selling column inches for setting editorial agenda. The new boss wasted no time outlining his grand vision: to create “resilient, responsible, and relentlessly forward-looking” platforms that will redefine storytelling and civic engagement.
“This is more than a new designation,” declared the freshly minted media mogul, who clearly has no intention of merely warming the editorial hot seat. Rather, he aims to position Civic Mirror as “the best regional news platform in India”—a lofty ambition in a market where print circulation continues its downward spiral and digital revenues remain as elusive as political transparency.
Rajpurohit’s buzzword-laden manifesto promises “content intelligence” and “journalistic integrity” while “honoring cultural roots”—a balancing act that would challenge even the most nimble media acrobat.
Whether this former advertising executive can transform these regional publications remains to be seen. But one thing is certain: in India’s crowded media circus, this ringmaster is determined to make these Mirrors reflect more than just yesterday’s news.
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.
