MAM
HomeLane.com appoints Naveen Raman as AVP marketing
MUMBAI: Modular home furnishing solutions provider HomeLane.com has roped in Naveen Raman as its associate vice president – marketing.
The company is looking at intensifying its marketing operations as it gears up for growth and pan-India expansion, with the signing up of Mindshare as its media buying agency. Raman will be driving the company’s overall marketing initiatives.
HomeLane currently offers its services in Bangalore, Hyderabad, Chennai, Kochi, Pune and Mumbai. The company plans to expand its operations to 10 more cities, including Delhi/NCR in the coming months.
HomeLane.com co-founder and CEO Srikanth Iyer said, “We are now ready to build on our success and turn HomeLane into a strong national brand loved by new home buyers in all major cities of India. I am delighted that HomeLane’s marketing efforts will now be steered by Naveen’s capable hands and supported by an illustrious media buying partner in Mindshare.”
Raman added, “HomeLane has a great solution to a new home buyer’s furnishing problem and I am delighted at the opportunity to help bring this solution to as many new homebuyers around the country as possible. I am equally proud to join the exceptionally talented and passionate team at HomeLane, and welcome Mindshare as our partner to help us reach our consumers more effectively.”
Mindshare India leader south Sriram Sharma said, “We are very proud to have partnered with HomeLane as they get ready for the next phase of growth. We hope to share a fruitful partnership with them to help them reach their vision of being the largest online home furnishing player 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.
