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Balkrishna resigns, Ram Bharat takes over Ruchi Soya’s managing director
KOLKATA: Patanjali Ayurveda owned Ruchi Soya Industries is restructuring its management currently. After appointing Sanjeev Asthana as its chief executive officer in July 2020, the company has appointed Ram Bharat as its managing director who also serves as whole-time director of the company.
Bharat will acquire the position of managing director from 19 August 2020, according to a regulatory filing. Acharya Balkrishna has resigned as managing director of the company with effect from 18 August 2020 due to his “pre-occupation”. He has been now designated as non-executive non-independent director. Asthana, the CEO of the company, has been appointed as the Key Managerial Personnel of the Company with effect from 19 August 2020.
Ram Bharat is the low-profile younger brother of Swami Ramdev who has been engaged with day-to-day operations of Patanjali Ayurveda for a long time. “ Ram Bharat, whole-time director of the Company has been designated as managing director of the Company with effect from 19 August 2020 till 17 December 2022, not liable to retire by rotation, other terms, and conditions remaining the same subject to the approval of members of the Company,” the company stated in the filing.
Patanjali Ayurved acquired Rs 4,350 crore to take over debt-ridden Ruchi Soya through an insolvency process last year. The former won the bid after Adani Wilmar withdrew from the race citing significant delays in the resolution process.
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.
