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Emirates in five year sponsorship deal with Real Madrid
MUMBAI: Spanish soccer club Real Madrid have confirmed a deal with Emirates airline to be the club‘s shirt sponsor for the next five years.
The name of the United Arab Emirates‘ largest airline will appear on the Whites‘ shirt until the end of the 2017-18 season.
Real Madrid president Florentino Perez said, “Today we are in our stadium and from here we will work to reinvigorate and realise the dreams of the fans and supporters, who truly control Real Madrid‘s destiny. For two years this has been the home of Emirates. We want a strong Real Madrid and part of that comes through alliances with large companies.
“Today we are making this alliance with the world‘s most important airline and it is an alliance for the present and for the future. Emirates become Real Madrid‘s new main sponsor, two global brands and two leading organisations. This is one of the club‘s most important decisions. It is an honour to link the Emirates name to Real Madrid‘s because they are a perfect partner and ally and we are both in the permanent search of victory.”
The Real Madrid president also referred to the values associated with the club‘s shirt that will have Fly Emirates on the front next season. “From today we will share one of the club‘s great legendary symbols, which is the Real Madrid shirt; the same that has achieved feats, exploits and unique titles; the shirt that represents dedication, talent, effort and also solidarity; a shirt that is now also your shirt. Impossible is nothing. Together we are stronger and we will achieve the aims that we aspire to”.
Emirates Airline, Emirates Group chairman and CEO H.H. Sheikh Ahmed bin Saeed Al Maktoum said, “This is the most successful team in the world and we will continue to support it. This new alliance will benefit the Real Madrid fans and we would like the team to come to Dubai because there are many fans there who want to see the best players in the world. In January, the Dubai Football Challenge will take place and we want the Real Madrid to take part in it. Sport has the ability to unite people and to share experiences.”
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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.
