MAM
Hong Kong Tourism Board launches marketing campaign in India
MUMBAI: Hong Kong Tourism Board (HKTB), which is celebrating 2006 as the Discover Hong Kong Year, launched its promotional campaign in India. The 2006 Discover Hong Kong Year campaign is a part of the organisation’s global initiatives to promote the country’s tourism sector.
Officiated by HKTB’s South and Southeast Asia regional director David Leung, the launch held in Mumbai showcased the colourful journey of discovery of Hong Kong’s new image with its array of diverse and multidimensional offerings leveraging on the opening of various tourism projects in Hong Kong in 2005 and 2006.
Addressing the guests at the launch event, Leung said the 2006 Discover Hong Kong Year global marketing campaign would not only generate immediate visitor arrivals, but also provide the impetus for sustained growth from the Indian market during the coming years. The campaign is expected to bring total arrivals to a new record of 27 million and total tourism expenditure to exceed the HK$100 billion mark to reach HK$114.7 billion.
“India is a very important market for Hong Kong. Last year, we welcomed 244,364 Indian residents, the highest number ever, and the 11.2 per cent growth in arrivals in the first ten months of 2005 equally underlines the depth of Hong Kong’s appeal in India, one of our key markets in this region.” he said.
As a prelude to this global promotion, Hong Kong recently hosted a shoot for the popular Star Plus serial Kavyanjali. The shoot was held in various Hong Kong’s attractions including Hong Kong Disneyland, Ocean Park, Avenue of Stars, Murray House, and Symphony of Lights.
This promotion was further supported by a consumer contest with Radio Mirchi in Mumbai; and HKTB has also developed a drama map titled “Discover Kavyanjali in Hong Kong” with Hindustan Times as the media partner to bring visitors on the trail of the Kavyanjali’s Hong Kong experience.
To maximise the campaign’s impact and effectiveness, high yield business travellers from India will be one of priority market segments for HKTB. “More than 60 per cent of our overnight arrivals from India come on business. We’ll therefore take advantage of our new tourism assets and host mega events to encourage business visitors to stay longer and also bring companions with them, so that their loved ones can experience Hong Kong’s myriad attractions.” added Leung.
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.
