MAM
InCred celebrates spirit of ‘83’ with new digital campaign
Mumbai: InCred, a new age NBFC with a pan India presence, has announced a partnership with the Bollywood film “83.” This partnership celebrates the incredible victory of confidence against all odds.
InCred has a long-standing association with cricket, especially with Rahul Dravid, its brand ambassador who is also the current head coach of team India. To add further excitement for cricket fans, InCred launched a digital campaign with Dravid in which he shared his personal memories of the historic world cup win. The campaign also urges people across the country to share their memories of the historic ‘83 win.
“We went out late at night to have ice cream to celebrate the win, and for us as 10-year-olds being out late having ice cream was a big deal, but team India gave us that. The 1983 victory also changed the cricketing landscape in the country and put India on the map of world cricket,” Dravid said.
Talking about the campaign, InCred founder and group CEO Bhupinder Singh said, “We are delighted to be associated with the movie 83, based on the momentous win that created history in the world of cricket. The movie has a close affinity with our company values and brand ethos which rides on passion, determination, and a sense of Confidence. We believe that’s what it takes to make an InCredible success story possible.”
“Through our collaboration with InCred, we aim to reach out to all the cricket and movie fans,” said Reliance Entertainment head of marketing Sameer Chopra. “The personal memories of the historic win add more to the celebration of the movie and make it grand. It is a good opportunity for so many Indians to reminisce the memorable day.”
Film “83” is directed by Kabir Khan and produced by Deepika Padukone, Kabir Khan, Vishnu Vardhan Induri, Sajid Nadiadwala, Sheetal Vinod Talwar, Reliance Entertainment and 83 Film Ltd.
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.
