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BBC claims excellent response to interactive Olympic service
MUMBAI: UK viewers have taken to the beeb’s interactive service for the Olympic games in a big way. Over six million viewers have pressed the red button to use the BBC’s interactive Olympic services so far.
The figures, which have yet to be consolidated, show that 6.13 million people have used the service for more than one minute since the opening ceremony on 13 August. By pressing the red button viewers can choose up to four extra sports to watch during the Olympic Games.
The figures show that 50 per cent of the available audience have pressed red to interact. The previous highest figure was during this year’s Wimbledon when 4.1 million people went interactive for one minute or more.
During the Commonwealth Gamesm a couple of years ago, 3.4 million viewers went interactive.
BBC Sport’s head of new media, sports news and development Andrew Thompson added, “The Olympics are perfect for interactive television, because, there are so many events happening at the same time. Before we had the interactive option, hundreds of hours of footage disappeared down a black hole.”But now with interactive television, viewers have up to four extra sports to choose from and, judging by the initial figures, they are taking full advantage of that.”
Over 10 million viewers tuned in for the opening ceremony on BBC Sport in the UK. Nearly four and half million watched Britain’s synchronised diving duo Leon Taylor and Peter Waterfield take silver in the 10-metre event on BBC Two.
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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.
