MAM
Gautam Talwar is Rediffusion Y&R EVP
MUMBAI: Rediffusion Y&R has appointed Gautam Talwar as executive VP of new business development and special projects.
Based in Mumbai, Talwar will report to Group CEO Mahesh Chauhan.
Prior to Rediffusion Y&R, Talwar was with Kaleidoscope Entertainment as creative and business head.
Chauhan said, “Talwar brings along vast experience on various aspects of advertising. With our new structure in place and our ultimate goal in focus, it was the perfect opportunity to hire someone dynamic to lead our new business development team. I am confident of his strong business acumen and intellectual resources which will help support our growth and will add value to our business.”
Talwar added, “It is a pleasure to be associated with Rediffusion Y&R. It is an opportunity for me to apply my learnings in the advertising, mobile and entertainment space within the agency construct and hopefully create newer business models for Rediffusion Group.”
Talwar comes with over a decade of experience in the advertising and entertainment space.
He started his career with Grey and serviced businesses like Johnson & Johnson, Diageo, Elf, Akai and Cadbury Schweppes amongst others. He then moved to Ammirati Puris Lintas where he serviced the Unilever hair franchise before becoming the strategic planner on Fair & Lovely and PSI (Population services International) for whom he developed the Balbir Pasha campaign. He then moved to handle the Unilever business for Lowe for the MENA (Middle East and North Africa) region.
He joined Kaleidoscope Entertainment in 2006 where he set up the mobile content division of the company while also executive producing two full length feature films. At Kaleidoscope, he was responsible for setting up the mobile content division and was also instrumental in developing original concepts and video content for the mobile space.
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.
