MAM
MEC India is Radikal Rice’s Digital AoR
MUMBAI: MEC India, a media and planning agency and a founding partner of Group M, has bagged the digital mandate for Radikal Rice following a multi-agency pitch.
This win comes close on the heels of MEC winning the Britannia business in Bangalore.
Radikal Rice has recently appointed Madison Media as their Media AoR. The media budget of the brand is estimated to be around Rs 250 million.
MEC Interaction Head Ritesh Singh said, “We are delighted to be appointed the digital AoR for Radikal Rice and have some exciting things planned for the brand.”
The agency has already started working on the account. The brand has its presence on social media platforms like Facebook and Twitter. However, the agency is planning a big digital campaign roll out soon. MEC is also redesigning the official website of the brand.
The brand is expected to spend 7-10 per cent of its media budget on its digital campaigns.
Radikal MD Siddharth Chaudhary said, “Keeping in view with the way the digital wave is embracing all walks of life for our consumers, we needed to lay emphasis on engagement and activation. That is the reason we have a full-fledged Digital AOR arrangement with MEC Interaction. What appealed to us about them was the innovative and inventive approach to reaching out to digital audiences across different platforms.”
McCann Erickson is the creative AoR on the account.
Radikal is manufacturer and supplier of premium basmati rice with nutritive value.
Also read:
Madison Media is Radikal Rice’s media AoR
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.
