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Allied Media’s new biz wins are worth Rs 1.5 bn
MUMBAI: Percept’s media buying and planning division Allied Media said in a statement today that it has won businesses worth Rs 1.5 billion over last two months.
The new clients of the agency include DB Realty, Sahara Q Shop, Baskin-Robbins India, Just Dial, Italy Tourism, and DSK Hyosung.
The company said that the marketing spends of these brands is a good Rs 1.5 billion. Allied Media will offer these clients a 360 degree media service, which would encompass strategic planning, media buying and implementation.
With this, the capitalised billing of Allied Media has scaled up to Rs 12 billion. Allied media has set up a new special business cell and a core strategy cell supported by Data Centre. This initiative has resulted in Allied Media bagging these key clients, the agency said.
Geared to meet the emerging market scenario, the strategy cell promises to offer its clients consulting, modeling and easy-to-use customisable software solutions for communication planning, ROI modeling, targeting and segmentation. The newly introduces business cell and strategy cell that aims to give the clients a competitive advantage in the media and communications domain.
Allied Media CEO Shripad Kulkarni said, “On Buying and Implementation, for some time now, we are already the best in class. Our USP is our unique approach to marcom solutions for our clients. Marcom Solutions have got to be customised and dynamic. And, our approach fuses marketplace dynamics, consumer research, statistical analytics and practical common sense analytics in good measure. As we hone it better, it will deliver even better results.”
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.
