MAM
Mickey & Donald flaunt their Hindi in Toon Disney’s new campaign
MUMBAI: Mickey and Donald are learning Hindi and how. Their exam begins from 1 September, which is when Toon Disney will be made available in the Hindi feed apart from the English, Tamil and Telugu feeds that it is currently available in.
Walt Disney Television International (India) has rolled out an extensive 360 degree marketing campaign announcing the same.
From outdoor, internet, radio to trade magazines; no medium has been left untapped. The campaign has been rolled out in 25 metros and mini metros across the country, which include – Mumbai, Delhi, Kolkatta, Ahmedabad, Baroda, Amritsar, Chandigarh and Ludhiana, to name a few.
“The Hindi speaking market in India is the biggest and cannot be ignored. We have rolled out a marketing campaign, which is simple and clutter breaking by using the iconic characters of Disney – Mickey Mouse and Donald Duck. The campaign drives homes the message in a unique and entertaining way,” says Walt Disney Television International (India) marketing director Tushar Shah.
The campaign has been conceived by Contract Advertising, Disney’s creative agency.
Mickey Mouse inflates have also been put up at Phoenix Mills in Mumbai. Apart from this, the company will also be distributing personalised Mickey mugs to the media fraternity with “M Se Mickey” written on one side in Hindi and with the person’s name written on the other side, for eg: “P Se Pooja.”
This activity will be undertaken on 1 – 2 September, wherein various professionals from the media, ad sales, distribution, advertising agencies, advertisers and cable industry will receive their personalised mugs.
Three radio spots have been created with the adorable Donald Duck trying his best to learn the new language. The radio spots have Donald reciting the Hindi alphabets and also encouraging Daisy Duck to do so. In his unique quacky voice, he seems at pains to learn the alien language but manages just fine in the end.
Speaking on the thought behind the campaign, Contract Advertising account director Ayesha Ghosh says, “The brief given to us was simple and Disney encouraged us to go creative on this one so that the campaign doesn’t become just another blind spot. The idea was to attract attention and roll out a communication that works for the brand.”
“All the outdoor ads have the popular characters learning Hindi, whereas the three radio spots have Donald in the lead role since his is the most identifiable voice among all the Disney characters,” Ghosh adds.
The channels is also planning to roll out TVCs, which will be variations of the radio spots.
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.
