MAM
Madison Media gets Gautam Kiyawat to replace Punitha as Group CEO
MUMBAI: Madison Media has appointed Gautam Kiyawat as CEO – Madison Media Group. He will replace Punitha Arumugam who is joining Google India.
Kiyawat moves in from Research in Motion (Blackberry), where he was senior director – head of marketing operations, APAC region.
Kiyawat has experience in media, marketing and communications spanning over 17 years in markets like India, South East Asia and US. A graduate from IIM Bangalore, he started his career with Procter & Gamble in India in 1995. In 2002 he moved for Phillips where he worked for two years before joining News Corp (Star TV), South East Asia. In 2009 he joined a digital creative media company named AdVerb.
Madison World chairman and managing director Sam Balsara said, “I am delighted to have Gautam join us. His cross market experience of managing brands, media companies and a digital startup are all very relevant to the exciting future we see for Madison. I am sure he will add a lot of value to Madison Media clients and bring a fresh new holistic business perspective”.
Kiyawat will be based in Mumbai. “It is fantastic to be joining an organisation that I have respected immensely as a client for its expertise, its values and for always being guided by doing the right thing. Along with Sam, Sriram and the Madison team I look forward to an exciting time in building on the momentum and taking Madison to greater heights,” he said.
Madison alumnus D.Sriram is also joining Madison Media as a consulting director and will spend approximately one week every month advising on agency operations, and will also be available for key clients. Sriram was Madison‘s first media director in 1995. After that he has worked with DMB&B and Starcom Mediavest Group to eventually become APAC CEO for Starcom Mediavest Group. Sriram also had a stint as COO, China for Aegis Group, and for the last 18 months has been operating as an independent consultant to startup agencies and media companies across the region.
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.
