MAM
Maxus strengthens regional leadership teams in west and south
MUMBAI: In the first six months of 2014, the west and south regions of Maxus have been on a winning spree of adding 23 new businesses. To keep up the pace, the media investment planning agency is strengthening its regional teams.
In the southern region, Maxus has elevated Kishankumar Shyamalan to general manager. In his previous role as client leader, Shyamalan was the key lead for the Tata Global Beverages pitch, ultimately converting the business in Maxus’ favour. He is the key architect of the Power of 49 campaign, conceptualised and executed by Maxus Bangalore. He also spearheaded media teams for Titan Industries, Wipro and the Kerala office. He has been a key contributor to all Maxus south pitches over the past six years, and also led the geographical expansion for the media agency in the south. His erstwhile roles include buying head for Maxus south.
The new appointment at Maxus Mumbai is of Monaz Todywalla as general manager. Todywalla will be leading client teams for Vodafone, L’Oreal, HDFC Life and Kotak. She comes with a wealth of experience across categories like FMCG, BFSI, Retail and Confectionary. She joins Maxus from Madison Communications, where she worked on clients such as Marico Industries, Asian Paints, Kaya and Sleek. She began her career with Lodestar where she serviced Amul and SC Johnson.
Maxus south Asia MD Kartik Sharma said, “We are excited to elevate Kishan and bring Monaz on board at Maxus. We have always attracted the very best talent in the industry and have given them every opportunity to grow and prosper within Maxus. We are confident that Kishan and Monaz will be ambassadors of the PACE values of Passion Agility, Collaboration and an Entrepreneurial spirit that drives us to become change agents in a fast paced media environment.”
Maxus India 23 new clients have added Rs 300 crore to the agency’s billing. Maxus has also been pitching for several of its specialist services across digital marketing, experiential marketing, content marketing to give clients an edge in not just media, but also brand messaging and outreach.
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.
