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IOA ropes in MPL Sports Foundation as Principal Partner for Tokyo Olympics
New Delhi: Indian Olympic Association (IOA) on Thursday roped in MPL Sports Foundation, the community initiative of esports platform Mobile Premier League (MPL), as its principal partner for the upcoming global sports events.
As part of the association, the foundation became the Principal Partner for the Indian contingent at the upcoming Tokyo 2020 Olympics as well as the 2022 Commonwealth Games and Asian Games. Further, sports and athleisure brand MPL Sports was also named the official kit partner for the Indian contingents for both the 2022 events.
“India has the potential to become a global sports superpower. One of our goals with MPL Sports Foundation is to democratise opportunities in sports and esports for our vastly talented youth. We are honored to partner with IOA and hope that this will be a long-standing association. We look forward to working together to develop the future of sports in India,” said Mobile Premier League (MPL)co-founder and CEO, Sai Srinivas.
The partnership comes on the heels of the announcement of the first ever Olympic Virtual Series (OVS), organised by the International Olympic Committee (IOC), ahead of the Tokyo Olympics. Esports will also be a medal event at the 2022 Asian Games.
MPL Sports Foundation aims to raise awareness and transform the sports and esports landscape in India, by identifying athletes from all walks of life and providing them a platform to develop and showcase their skills, it said in a statement on Thursday.
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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.
