MAM
Cristiano Ronaldo’s CR7 brand to enter India
Mumbai: Football player Cristiano Ronaldo’s Innerwear brand – CR7 – is set to launch in India.
CR7 offers luxury, fashion and basic innerwear ranges for men and boys. Designed in collaboration with New York-based designer Richard Chai who was voted as menswear designer of 2010 by the Council of Fashion Designers of America.
Commenting on the decision to enter India looking at the potential of this market, Michael Brandspoke director Michael Pike said, “The Cristiano Ronaldo CR7 offers a fabulous opportunity for the India market. It‘s an example of a global megastar wishing to engage the sports crazy nation, and its brand savvy consumers. Football is growing in popularity in India especially amongst the youth. CR7 is all set to create a niche for itself in the market for innerwear.”
Speaking on CR7 brand, Cristiano Ronaldo said, “The companies that I choose to work with need to be fashion oriented and of the highest quality to be able to deliver a superior product to my fans. In JBS, I have found a collaborator who produces products of the highest quality, and have a strong heritage of great design.”
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.
