MAM
Max woos media professionals for ‘5 baje 5 Superstar’
MUMBAI: Max’s monsoon offering ‘5 baje 5 Superstar’ is now wooing the media professionals. Five human mannequins dressed like the 5 superstars replicating the famous acts of the stars and standing rock steady in one position for a couple of hours visited various media agencies in the city today.
These human mannequins were seen at media houses like Mudra, FCB Ulka, Madison, Mindshare, Initiative Media and Starcom.
Tomorrow, 9 July, entertainment venues like Fame Adlabs (Andheri, Kandavali) and Inorbit Mall (Malad) will be targeted keeping in mind the largescale connect to various segments.
Apart from the human mannequins, there will also be a van activity that will cover over 36 cities all over India. The Max-branded vans will travel across cities visiting various societies and colonies encouraging people to participate in interactive games that will be conducted at a pre-decided location. The winners will be given exclusively designed Max rain jackets and Max mobile covers.
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.
