MAM
BCCI hands Tata WPL 2026 ceremonies to Laqshya Media
MUMBAI: Cricket’s newest queens are getting the royal treatment. Fresh from conquering the world, India’s women cricketers return home to find their domestic league transformed into something between a festival and a fortress of celebration. The Board of Control for Cricket in India (BCCI) has handed Laqshya Media Group the keys to the Tata Women’s Premier League 2026 (WPL 2026) , tasking the advertising outfit with turning 22 matches into 22 reasons to party.
This is no ordinary season. The tournament marks India’s first major cricketing event since the women’s team lifted the ICC Women’s World Cup in 2025. Laqshya, which has been making noise in the out-of-home advertising world since 1997, plans to ensure that victory echoes through every stadium and street corner in the country.
The opening ceremony features Jacqueline Fernandez. The closing bash belongs to Yo Yo Honey Singh. In between, expect drone shows, laser arrays, live brass bands and mid-innings concerts at every single match. Laqshya calls it “high-frequency engagement”. Others might call it sensory overload, but it beats the usual stadium muzak.
Beyond the boundaries, Laqshya is plastering cities, state capitals and airports with WPL branding. The aim? Drag women’s cricket out of the sports pages and into daily life, where young women might actually see themselves in the game.
“India is a country where sport is not just watched; it is deeply felt,” says Laqshya Media group chairman and managing director Alok Jalan. He promises “meaningful, scalable sporting experiences” that will outlast this season. Whether India’s appetite for cricket spectacle can match its appetite for cricket remains to be seen.
For now, the world champions are coming home. And someone’s rolled out a very large, very loud red carpet.
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.
