MAM
IAA marks 85 years of existence
Mumbai: This October, the International Advertising Association (IAA), the world’s most influential network of marketing and marketing communications professionals and global umbrella body for the marketing and advertising industry is celebrating 85 years of existence with a series of key events and initiatives aimed at bringing together its thousands of multidisciplinary members. Among the initiatives are:
● The official launch of IAA’s new 85 years celebrations logo starting 3 October 2023
● 3 October 2023 – The IAA Global B2B Brand Summit with a selection of the finest voices in B2B from around the world.
● 4 October 2023 – A gala dinner in New York City, attended by 85 of IAA global leaders and IAA Compass partners from 56 countries around the world.
● 6-8 March 2024 – The 45th IAA World Congress, which takes place every two-three years in major cities around the world, will be held in Penang, Malaysia highlighting sustainability, diversity, equity, inclusion and ESG.
IAA Global chairman and world president Sasan Saeidi said: “Since IAA was founded 85 years ago by Thomas Ashwell and 12 Ad Execs at the New York Harvard Club, much has changed in the industry and in the approach of advertising goods and services. IAA is kicking off celebrations with initiatives which bring together our vast and multidisciplinary members, allowing IAA to tap on global best practice and play a strong role in supporting key industry issues and values.”
IAA Global executive global director Dagmara Szulce said: “The IAA North Star values of creativity, advocacy, education, collaboration, professional development, diversity, equity, and inclusion guide IAA and underscore our 85 years celebrations. IAA is committed to helping the communication industry navigate the implementation of the North Star values in their own company cultures, in a rapidly changing world.”
IAA Global VP diversity, equity, and inclusion of and IAA Australia president Sheba Nandkeolyar said: “It is a privilege to lead IAA DE&I and Australia at this important time in IAA’s history. As our 85 years celebrations spotlight IAA’s value for members, I am pleased to see increased demand in joining our network of over 4,000 individual and corporate members spanning marketing, advertising, media, IT communications and academic sectors spanning 56 countries.”
IAA Australia chair Heather Leembruggen said: “In our 43 years existence in Australia, IAA has flourished and established a strong reputation through our thought leadership and initiatives such as IAA Australia’s Big Idea Challenge – one of the iconic initiatives designed by IAA for the next generation – now in its 21st year. With the benefit of a rich and long history to learn from, the future of IAA and IAA Australia is bright.”
IAA area director & vice president, Asia Pacific region Pradeep Dwivedi said: “The IAA APAC region has amazing potential and joins the IAA @ 85 celebrations along with chapters in Australia, Bangladesh, China, India, Iran, S. Korea, Malaysia, Macao, Mongolia, Nepal, Pakistan, Sri Lanka, Taipei and new emerging chapters to take the ideals of the IAA forward and collectively ensure that IAA remains the leading compass of marketing communications globally in a dynamic business world, even as we thrive on the amazing confluence of creativity and technology in our industry with social impact as a key tenet”
IAA India Chapter president Avinash Pandey expressed, “As the International Advertising Association marks its remarkable 85-year journey, we take pride in being part of this global community that has consistently shaped the landscape of marketing and advertising. The series of events and initiatives planned for this milestone not only reflect the IAA’s enduring commitment but also offer a platform for our diverse members to connect, collaborate, and contribute to the future of our dynamic industry. We look forward to contributing to the continued success and influence of the IAA as we navigate the exciting intersection of creativity and technology, with social impact at the forefront of our endeavours. Here’s to 85 years of innovation, camaraderie, and the unwavering spirit that propels the IAA 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.
