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Mindshare named MMA EMEA Mobile Agency of the Year 2015
MUMBAI: WPP’s Mindshare has been named Mobile Agency of the Year 2015 in the MMA EMEA Smarties awards. The award follows hot on the heels of the agency being named Agency Network of the Year in the APAC MMA Smarties and Global Media Agency of the Year in the MMA Global Smarties.
The work that secured the EMEA title includes:
Gold
Brand Awareness: Rexona – Who Does More?
Cross Media / Cross Mobile Integration: Rexona – Who Does More?
Silver
Promotion: Magnum – #celebratemagnum
Mobile Site: Vodafone – Share Your Passion
Bronze
Marketing Within a Mobile Gaming Environment: Vodafone – Freezone Gaming Stars
Mindshare Worldwide global mobile director James Chandler said, “It’s fantastic to see our Mindshare teams receive the recognition that they richly deserve for leading the industry in Europe. Congratulations too to all our clients who have been true partners in pushing the boundaries of mobile.”
In addition to the EMEA title, Mindshare Turkey also picked up four gold, one silver and one bronze award in the local MMA Turkey awards that were announced at the same time:
Gold
Brand Awareness: Rexona – Who Does More?
Cross Media / Cross Mobile Integration: Rexona – Who Does More?
Mobile Social: Vodafone – Between Us Hurriyet Social
Innovation: Rexona – Who Does More
Silver
Mobile Native: Neutrogena – Winter Love
Bronze
Mobile Native: Vodafone – Between Us Hurriyet Social
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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.
