MAM
iProspect India bags Bombay Realty’s digital account
MUMBAI: iProspect India, the digital performance agency from Denstu Aegis Network, has won the digital duties for Bombay Realty, the real estate venture from the Wadia Group, following a multi-agency pitch.
As part of the mandate, the agency will service the account from its Mumbai office and will offer its 360-degree digital service to the client including search engine optimisation (SEO), organic social, Object-relational mapping (ORM), paid media and display media.
Commenting on the account win, Rubeena Singh, CEO, iProspect India said, “It is great to see one more client from this important sector come on board. We are extremely happy to help Bombay Realty achieve its digital goals through our expertise.” It is pertinent to note here that the agency also services many other real estate clients such as the Lodha Group and Xrbia Developers.
Speaking on the association, Kulwant Khurana, Vice President – Sales & Marketing, Bombay Realty said, “Today’s customers are enormously digital-savvy and we need to be where the customer is. Island City Center is an ultra-luxury project, and with iProspect, we hope to reach the right customer and strengthen our digital footprint.”
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.
