MAM
Commonwealth makes senior level appointments at Mumbai
MUMBAI: Commonwealth, the agency formed to service the General Motors creative account globally, has made three senior level appointments at its Mumbai hub.
Loveleen Raina has been roped in as regional business leader. She has prior experience on the GM business and has also been involved in agency operations in Delhi and Mumbai. While at Ogilvy, she has also led the regional hub for Motorola.
Steve Hugh has been appointed as the regional creative director. His earlier stint was at Ogilvy Dubai and he has also worked in Singapore, Malaysia, Vietnam, Hong Kong, New Zealand and the UK. He has experience in automobile having worked in brands such as Volvo, Volkswagen, Toyota and Honda.
Hugh has worked with Colenso BBDO in Auckland, O&M in Singapore for four years and then joined Saatchi & Saatchi Kuala Lumpur as creative director, where he worked on the regional Guinness re-positioning and wrote the “Greatness” tagline that was run globally.
The strategic planning function will be led by Sandip Mahapatra as the regional planning director. This is his second stint with McCann. A few years ago, Mahapatra headed the planning function for McCann North India before leaving for Indonesia. He has worked across the Asian region.
McCann Worldgroup India chairman and CEO and Commonwealth Global board member Prasoon Joshi said, “Commonwealth is a drive for excellence and efficiency and am pleased to have such an experienced and talented leadership leading the Mumbai hub.”
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.
