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Dentsu acquires 20% stake in Singapore creative agency Mangham Gaxiola
MUMBAI: Dentsu Aegis Network has acquired a 20 per cent share in Singapore based creative agency Mangham Gaxiola in order to expand the mcgarrybowen brand into Singapore.
The principal shareholders have also agreed to options that would make the agency a wholly owned Dentsu Aegis Network subsidiary in the future.
Founded in 2012, Mangham Gaxiola was last year voted Singapore’s most desirable independent creative agency in Marketing Magazine’s annual survey of over 1,000 marketers. The agency is known for premium quality creative work that spans the financial, automotive, fashion, electronics, beauty and FMCG sectors. The range of services provided include creative advertising campaigns in mass media, digital media and social media; creative content applications to increase consumer engagement with websites, which are marketing tools in themselves; and designs for the building of brand identities for stores.
Reasons behind the acquisition of a share in the agency include the growing importance of Southeast Asia as a market, and the increasing tendency of Dentsu Group clients to position Singapore as a regional hub.
mcgarrybowen, one of the Group’s eight network brands, has already established a presence as a leading creative agency in South America, Europe and China, and the new hub in Singapore will further develop its network across Southeast Asia.
Mangham Gaxiola will become part of the mcgarrybowen network and will operate under the name manghamgaxiola mcgarrybowen – A Dentsu Aegis Network Company. Leveraging the global human resources and services of the Dentsu Group, the agency will continue to provide innovative, high-quality services to its clients.
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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.
