MAM
IDBI retains Maxus as media partner; Mudra Max wins OOH biz
MUMBAI: IDBI Group has retained Maxus India as its media partner and assigned Mudra Max the Outdoor, below the line (BTL), direct and digital duties.
Maxus managing director Ajit Varghese confirmed the business retention of the IDBI account to Indiantelevision.com.
Mudra Max said it won the account following a multi-agency pitch. The account will be handled out of the agency‘s Mumbai office.
The pitch for the Outdoor business was called in March and was part of the tender which IDBI Bank floats every three years, as per applicable government guidelines.
The agency will be responsible for handling its various sectors which includes IDBI Bank Ltd, IDBI Capital Management Services, IDBI Intech and IDBI Assets Management.
Mudra Max CEO Pratap Bose said, “It‘s a significant win for us and I am happy with the way we are moving ahead. We look forward to IDBI Bank Group bringing innovative thinking and a strategic direction to the brand.”
Mudra Max-OOH president Mandeep Malhotra added, “IDBI Bank has shown faith in who we are and what we bring to the table. We are positive this partnership will be mutually beneficial. We hope to rise to the challenges offered by the brand, in terms of path-breaking and innovative methods of reaching the TG.”
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.
