MAM
CBS backtracks on agreement with PETA for anti-fur ad
NEW YORK: Broadcast network CBS seems to have backed out of its commitment of doing something for a social cause. An adrants report says that animal rights group PETA (People for Ethical Treatment of Animals) had plans to feature Jenna Morasca, the latest Survivor winner, in an upcoming anti-fur ad campaign.
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| Survivor Jenna Moraska |
CBS had confirmed and an agreement with PETA seems to have been in place as long as PETA did not mention the word “Survivor” in the ad. However, the adrants report says that CBS backed out at the last moment – saying that her appearance in the ad would interfere with her contractual obligations to the network.
Morasca was to appear in a faux fur bikini in the “Wear Fake for the Animal’s Sake” ad campaign.
Meanwhile, PETA has also decided to take digs at Vogue editor Anna Wintour. Now PETA is going after her with a poster campaign claiming she extols the virtues of fur in Vogue.
On 2 June, the posters will be placed around New York City and handouts will be distributed outside Conde Naste headquarters with her direct telephone line and e-mail address. Additionally, PETA will ask supporters to flood Vogue’s phone lines on the ad closing date of an upcoming issues in order to upset her while she is in the midst of a hectic schedule.
Reports also indicate that Wintour is not very popular – a staffer even wrote a book about her apparently, horrid, nature, adds the report.
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.
