MAM
Auretics gives PR duties to Sakshar Media
Mumbai: Online retail platform Auretics has given its public relations duties to Sakshar Media. The agency won the account in a multi-agency pitch.
The partnership aims at increasing brand awareness and media visibility for Auretics.
Commenting on the association, Auretics Limited CEO Arjun Gupta said, “While Auretics is India’s largest online retail platform, our aim is to further establish the Auretics brand in India. We believe Sakshar Media’s diverse experience in PR and deep understanding of the retail industry make them a perfect partner to drive our communications with. We’re excited to onboard them as a core partner and work closely with them to build our brand.”
Expressing his thoughts on winning the account, Sakshar Media founder and director Puneet Kumar Kanojia commented, “We are incredibly excited for the opportunity to collaboratively work with a credible, trusted, and largest online retail platform. We aim to execute creative, impactful, disruptive, and seamlessly driven PR campaigns that would bring maximum ROI for the brand in India. We hope to redefine the landscape for the brand with our initiatives and help Auretics accomplish their desired outputs.”
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.
