MAM
Genesis BCW wins big at PR Awards Asia 2020
Genesis BCW, a leading public relations and public affairs consultancy that delivers integrated communications services to some of the best global and Indian companies, today won three awards at the prestigious PR Awards Asia 2020. The awards, which were announced virtually this year, include one gold, silver and bronze award, and the coveted South Asia PR Campaign of the Year for its campaign for Gillette India, the only campaign awarded in this category. With these wins, Genesis BCW demonstrated its commitment to pushing boundaries and moving people.
Genesis BCW’s award-winning campaigns include:
South Asia PR Campaign of the Year – Silver Award for Rethink Notions of Masculinity – #ManEnough campaign for Gillette India
Sports – Gold Award for #NBAInMyBackyard campaign (along with Wordswork Communications) for NBA
Reputation and Issue Management – Bronze Award for Flying High Despite A Cockpit Battle campaign for IndiGo
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Speaking on the South Asia PR Campaign of the Year win, Karthik Srivatsan, Associate Director & Country Category Leader – Grooming, Indian Sub-Continent at P&G, said, “As a brand we strongly believe in being a Force for Good and Force for Growth and hence its essential that we support real untold stories that strive to break cultural stereotypes. Gillette’s #ShavingStereotypes platform has brought to life real stories that have the power and potential to change mindsets. We owe the success of this campaign to Lt. Col Manoj Kumar (Retd.) and his father, who are true heroes who’ve shown us that when we get past stereotypes that constrain us, we can emerge stronger together. Gillette salutes their spirit and is proud to have had the opportunity to be a part of their journey. Bringing this campaign to life was a challenge, we are glad to have a partner like Genesis BCW who echo our sentiments and amplify our stories to the fullest of their abilities.”
Rajesh Sethi, MD, NBA India, said, “We are thrilled to be recognized for all the hard work and dedication that the team (Genesis BCW + WordsWork) has contributed to bring this campaign to life. It is truly the collaborative effort that has made #NBAInMyBackyard a huge success and we are hopeful that the impact of this campaign lays the foundation for all of our future endeavours to grow the game of basketball in India.”
William Boulter, Chief Commercial Officer, IndiGo, said “We are delighted to see our communications agency Genesis BCW recognized for its hard work and talent by the PR Awards Asia 2020 with a bronze (and only) award in the issues and reputation management category. Genesis BCW has been IndiGo’s communication partner since our inception and very first flight that took off nearly 14 years ago. We truly value this partnership and hope to do more exciting work together.”
Deepshikha Dharmaraj, CEO, Genesis BCW, said, ‘It is so gratifying to see the efforts of our teams recognized by the PR Awards Asia. Our wins this year are a true reflection of our integrated approach of moving people with creativity, passion and hard work. The insight-driven ideas we have co-created with our clients have helped them create maximum impact. I congratulate our clients and all of the Genesis BCW teams involved for winning these prestigious awards.”
The PR Asia Awards are unique in their efforts to shine a spotlight on communicators and agencies and their work in the Asia Pacific region as they define cutting-edge thinking and drive the public relations and communications industry forward.
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.
