MAM
Kajaria with Akshay Kumar echo the mood of the nation
MUMBAI: Kajaria Ceramics, India’s No. 1 tile company has just rolled out its brand campaign for 2019. A 360- degree power packed multimedia campaign led by a mega ad film starring Akshay Kumar.
Created by Crayons Communications, the campaign is the third edition of the hugely successful Kajaria brand idea “Desh Ki Mitti Se Bani Tile Se, Desh Ko Banate Hain”.
Mr. Rishi Kajaria, Joint Managing Director, Kajaria Ceramics, said: “It’s a great time for Indian brands. Our nation is growing at a rapid pace and we are growing along with it. Today, India loves and trusts ‘Made In India’ brands like Kajaria, because we have the technology and expertise to churn out products that are at par with the best in the world. This is exactly what we have captured in our brand campaign for 2019”.
Talking about the campaign Mr. Ranjan Bargotra, President, Crayons Communications, said: “This campaign is a reflection of a strong nation that is excelling on multiple fronts. It carries on with the theme of ‘Desh ki mitti’ while making it more contextual. The campaign is being launched just before Independence Day on TV, Outdoor, Digital and Print medium”.
Mr. Rondeep Gogoi, ECD, Crayons communications, said: “As love for the country grows with every success story flashing in the media, more and more brands across categories are jumping on to the ‘Proud to be Indian’ platform. What helps us stand out is that we keep our narrative simple, topical and believable. And this time it is no different”.
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.
