MAM
Motivator appoints Debarshi Chakravorti as national head
MUMBAI: Motivator has appointed Debarshi Chakravorty as national head of digital communication and planning.
Chakravorty has over 12 years of experience and will work from the company’s Gurgaon office. He will report to Motivator chief growth officer V Narayanan.
Narayanan said, “We are thrilled to welcome Deb. Motivator’s digital centricity has helped in building successful partnerships within WPP and outside breaking new grounds in marketing in a digital world. Deb harbours Motivator’s essential expertise to drive frugal interventions that affect clients business and effect social change.”
Chakravorty added, “My formative years in advertising and my prolonged stint at my last digital media agency has helped me develop strong fundamentals around communications and digital. With the progression of media, there is a need to shift from delivering campaign centric solutions to business centric solutions for clients and partners. Motivator’s comprehensive vision for the future to provide business centric solutions, keeping digital at the center, seemed an interesting proposition and was right up my alley.”
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.
