MAM
Madison Media Ultra to handle the traditional and digital media mandate for 88Guru.com
Mumbai: Madison World’s unit, Madison Media Ultra, on Monday, has been appointed to handle the traditional and digital media mandate for the client, including TV, print, and digital for 88Guru.com as the media agency of record (AOR).
A Singapore-based, socially conscious organisation, 88tuition was founded with a mission to “empower every student to achieve full potential.” 88tuition incorporated the world’s best pedagogy into a highly scalable, technology-driven product which aims to provide students with a high-quality learning experience. The company is now set to launch in India under the brand name 88guru.com.
Madison Media, India’s largest homegrown media agency, which started media operations in 1995, handles media planning and buying for blue-chip clients like Godrej, Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, CEAT, Pidilite, Bajaj Electricals, McDonald’s, Lodha, Shaadi.com and many others.
Speaking of the association with Madison, 88Guru director Vinod Gupta said, “We are excited to partner with the team at Madison as we attempt to transform the ed-tech industry. Madison’s expertise across the media spectrum, from traditional to new age, will be critical in our rollout. Lastly, the chemistry with the team has been excellent, and we enjoy working with them.”
Madison Media Ultra COO Jolene Fernandes Solanki added, “We are excited to partner with 88Guru, a Singapore-based edtech company. Education has radically changed its business model as a result of the pandemic. We, as a team, are confident and excited to launch 88Guru in India and are sure it will exceed industry growth with its digital-first and outcome-driven approach.”
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.
