MAM
BBH India bags creative duties of DSP BlackRock Mutual Fund
MUMBAI: BBH India has been appointed as creative partner by DSP BlackRock Mutual Fund. The agency won the business after a multi-agency pitch process which included the likes of Ogilvy, JWT, McCann, TBWA, Publicis and Saints & Warriors.
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On choosing BBH India, DSP BlackRock Mutual Fund executive vice president and marketing head Aditi Kothari said, “We believe that marketing can no longer remain a support function in the financial services world. It can truly bring differentiation and deliver business impact in the new world, if done the right way. BlackRock had recognised this last year and hence, brought in a strong focus to build the brand globally. Our pitch process was tough, since we knew that our new creative agency will play an important role in laying down the foundation of a strong communication strategy. We are confident of achieving our objectives with our new partner BBH India.”
The agency will be in charge of developing the brand architecture and brand positioning for the company. It will also create engagement modules across traditional and new age platforms with focus on consumer as well as distributor.
Commenting on the win, BBH CEO and managing partner Subhash Kamath, said, “In today‘s economic situation, proper investment planning is becoming crucial for everyone and we are looking forward to partnering DSP BlackRock in meeting these challenges.”
DSP BlackRock Mutual Fund has investment products such as equity schemes, hybrid schemes, fixed income schemes, funds of funds schemes and fixed maturity plans for investors. BBH India manages a portfolio of diverse clients and brands that include Unilever, Marico, Diageo, Skoda, Red Bull, Acer, Movies Now and World Gold Council, among others.
BBH head planning Sanjay Sharma added, “Financial services communication is a sea of sameness. Despite a challenging regulatory framework, we feel there is a definite opportunity to introduce new ideas, new conversations that capture people’s imagination, and make them see the category differently. We are delighted to partner DSP BlackRock.”
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.
