MAM
Indian thriller web-series collects Rs 9 lakh via crowd-funding
NEW DELHI: Indian crowd-funding thriller web series Hankaar, has successfully received Rs 9 lakh, which is more than a lakh of its initial target, with the help of 157 backers.
Hankaar had set a target of Rs 8 lakh in 50 days. The series is slated for release in January next year.
Set in Mumbai in the backdrop of drugs, real-estate dirty deals and prostitution, Hankaar is ‘realistic fiction’ content in the thriller and drama genre. It explores the stories of five ordinary people who go through extraordinary life changing experiences.
The cast includes Sanjay Bhatia, Rajesh Balwani, Ankur Vikal, Ram Menon, Sharda Nand Singh, Priyadarshi P and Yogini Chowk.
The makers say they chose the Internet and not TV channels as these do not look beyond saas-bahu sagas. The content and theme of the series is realistic but not accepted as content to be viewed on mainstream television.
Hankaar went live on Wishberry.in a month ago and surpassed their funding goal with the help of 157 backers who will now be named as co-producers and will also have the chance to give their inputs in the making of the series.
Hankaar director and producer Ravi Iyer said, “We are overwhelmed by the support we got and hope to entertain the audience. We plan to make not one but three seasons of Hankaar.”
With the average Indian spending more than eight hours on the internet and the majority of TV content being aimed at women over 35 years, Iyer felt the time was right to launch the first ever tech thriller web series.
Writer Yogi Chopra said, “As producers we realise that Indian television is not ready for this kind of content. But we are keen to create not just one, but at least three seasons of this series. It is certain that the audience for this type of content is there, but because it is deemed non-commercial, it is difficult to find required funding.”
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.
