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Madison Media wins Magicbricks.com account
MUMBAI: Madison Media has won the MagicBricks.com media account in a multi agency pitch.
Madison Media‘s Delhi offices will handle the media planning and buying for MagicBricks.com.
The brand is set to come up with a massive new campaign strategy shortly.
Madison Media has been on an account winning spree, having recently won a host of new businesses including Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.
Platinum Media CEO Basabdutta Chowdhury said, “We are delighted with this new win and confident to take MagicBricks.com to great heights and are looking forward to a long and mutually beneficial partnership”.
MagicBricks.com business head Sudhir Pai said, “We sought a partner who could match our speed and could scale operations with the agility that the internet space demand – a partner who shares our values and can understand our business and brands – providing turnkey differentiated media solutions. Madison was an obvious choice for the same.”
MagicBricks.com provides a platform for property buyers and sellers to locate properties of interest and source information on the real estate space in a clear and transparent process. With in-depth analysis and revolutionary next-gen services customised specifically to address the needs of property seekers and the real estate industry, MagicBricks.com is the leader in online real estate in India.
MagicBricks.com was launched by Times Business Solutions Limited, part of The Times of India Group in August 2006, and has grown to become India‘s largest property portal. With over 8,000,000 listings from across the country, MagicBricks is the biggest online property marketplace in the country.
Madison Media Group is India‘s foremost media agency handling media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Shriram Transport Finance, Levis, SpiceJet, Domino‘s, Bharti Axa, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many others. The gross billing of Madison Media is about Rs 30 billion.
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.
