MAM
iNext rolls out new campaign conceptualised by Mudra Max
MUMBAI: Jagran Prakashan’s tabloid iNext has launched a new campaign to make inextlive.com the “news website of choice for the youth”.
Created by Mudra Max, the campaign will run for three months.
Mudra Max has defined the target group (TG) of iNext as one with traditional values but global aspirations. They covet fame and are materialistic but still care for their parents. They live in tier 2 and 3 cities and villages of India. On the Internet, the TG is looking for Infotainment – songs, music, local news, and videos.
Taking these into consideration, a folk singing competition, IKtara, was used to launch the website with a fresh look and feel. The company claims that this competition would bring the TG close to the tabloid; as registrations and updates about the competition will be available on the website of Inextlive, exposure to the fresh website was bound to be there.
A call to action for the youth was created with the tagline “Aao Maati ki dhun sunao”. An online media plan along with print support from iNext and Dainik Jagran was designed to launch the campaign.
On the social media front, the Youtube, Facebook and Twitter pages of Inextlive were revamped. The likes to the page were targeted to get regular fans of iNextlive page.
Also, for the initial three days, a teaser campaign was launched before the final campaign to announce the competition.
Mudra Group COO Pratap Bose said, “The challenge was to launch with an idea that brings stature, awareness and engagement for iNextlive and endears iNext to its core constituency. Initial results of the campaign are more than encouraging to say the least.”
Inext COO and editor Alok Sanwal added, “Not only will it bring this largely neglected form of music to the fore, but also help amateur folk singers venture into the mainstream and connect the youth of today with the music of their roots.”
Iktara is an initiative to have happened on the web-space, wherein except the shortlisting by judges and recording of the content in studios everything else such as the call for entry, registration, upload of user generated content and finally the airing of the content is all on the same platform.
IKtara received 532 users registered for the competition within four days of the teaser campaign. Also, daily visitors to inextlive.com have almost grown three times after the launch of campaign.
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.
