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Designs on growth LS Digital appoints Dipali Mahesh to lead UI/UX
MUMBAI: Looks like LS Digital is giving its design story a bold new stroke. The integrated Digital Business Transformation (DBT) company has appointed Dipali Mahesh as managing director – UI/UX, F1studioz, signalling its intent to put design at the heart of its global growth blueprint.
Mahesh brings 28 years of leadership experience across media and technology, with senior stints at Sony Pictures and Extreme Reach (formerly Adstream). She has managed multi-market operations across India, Singapore, Malaysia, and Thailand, building high-performing teams and turning around businesses with a clear focus on profitability.
At LS Digital, Mahesh will co-lead the UI/UX vertical with co-founder & chief designer, D. Dhayan Kumar, under the guidance of Prasad Shejale, founder & CEO. Her brief? To shape F1studioz’s global strategy, expand its footprint in the US, UAE, and Europe, and position the studio as the go-to partner for enterprises betting on UI/UX as a critical business transformation lever.
“I believe agility and innovation will continue to be our strongest differentiators,” Mahesh said, underlining her focus on scaling impact in international markets.
Dhayan Kumar welcomed her appointment, noting the “immense value” of her global perspective, while Prasad Shejale called her a “deep expert in design strategy” whose experience will be pivotal to LS Digital’s next phase of innovation.
For a firm that has been building its design-led transformation playbook, this appointment is no cosmetic tweak. It’s a strategic brushstroke on a much larger canvas, one where LS Digital is sketching its vision of future-ready UI/UX solutions with measurable impact for enterprises worldwide.
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.
