MAM
Godrej Industries & Concept BIU clinch two trophies at AMEC AWARDS 2020
Godrej Industries and its PR Measurement & Analytics partner, Concept BIU, have jointly clinched two trophies at the AMEC AWARDS Ceremony that was held in July 2020. The awards pertain to real life case studies jointly submitted by the Client-Service Provider duo. The case studies established how Godrej Industries benefitted from the efficient use of high-level PR Measurement & Analytics service provided by Concept BIU.
This achievement makes Godrej Industries and Concept BIU the first, India based, Client Organization and Service Provider to have achieved this feat. This achievement puts India firmly on the Global Map of PR Measurement & Analytics.
AMEC is the International Association of Measurement & Evaluation of Communications. In its 18th year now, AMEC AWARDS receives participation from 160 organizations across 86 countries. AMEC was established in 1996.
The Godrej Industries-Concept BIU team had submitted three separate category entries. Two of those secured Bronze awards while the third one made it to the list of finalists.
The details of the two wins are:
1. Plain language award for simplicity in campaign effectiveness measurement and reporting category (Simplifying Complex Analytics for Easy Decision Making)
2. Most Impactful Client recommendations arising from a measurement study (Towards Communication Leadership, using analytics and creativity)
Strategic utilization of Public Relations (PR) as a Brand Building and Sustenance communication tool has seen an exponential rise. Which is why, C-Suite and their Brand Management teams are increasingly depending on in-depth intelligence from a neutral and credible PR Measurement & Analytics service provider. This win by the Godrej Industries-Concept BIU team sets a benchmark & exemplifies not only the spirit of team work but also the proactive use of High-Quality Measurement & Analytics service.
Giving a Client’s perspective, Sujit Patil, VP & Head of Corporate Brand & Communications, Godrej Group, said, “Strategic utilization of Public Relations as a reputation and brand building tool can happen only if objectives are well set and outcomes are monitored consistently using qualitative and quantitative parameters. Over the past several years, we at Godrej have increased our focus on measuring the impact of our communications and the data churned out month after month by Concep BIU and other partners have helped us improve our PR process and the outcomes significantly. I strongly feel that the cost of “not measuring” is always high.”
Speaking on the win, Ankoor Choudharri – CEO, Concept BIU, said, “It is a proud moment for Concept BIU. This makes us the first Indian Measurement & Analytics service provider to have achieved this feat. Our prowess on the Media Analytics space has now been recognised at a global level. Not only that, it endorses the fact that our methodologies are in sync with the globally accepted, AMEC’s Integrated Evaluation Framework. Our vision and proactiveness has made us achieve this milestone. We are extremely thankful to our esteemed client, Godrej Industries, to have trusted and encouraged us to participate in this globally acclaimed awards competition.”
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.
