MAM
Motivator appoints Upali Nag as National Head-Insights and Innovation
MUMBAI: Motivator, a GroupM agency, has appointed Upali Nag as National Head – Insights and Innovation. Upali will work out of the agency’s Bangalore office and will report to V.Narayanan, Chief Growth Officer, Motivator. Her role will involve providing strategic business solutions and data-driven insights to Motivator’s growing client base besides building the business and project consulting practice.
Speaking on the new addition to the team,Motivator MD Rabe Iyer said, “In the last couple of years, we have been fast tracking our journey to build a strong client business performance framework and product. Upali has fantastic experience to build sustainable strategies to deliver to broader client conversations. Upali will distinctly add value to nailing the clients’ central challenges in the context of marketing and manageable interventions. She will partner with Motivator, GroupM and WPP units to build a strategic framework to address the same. Her ability to identify and use the right lens in addressing client business issues will further fuel our performance centricity.”
On her new assignment, Nag added, “I am extremely excited and happy to join Motivator- India. GroupM has always been ahead of the industry in terms of its vision and commitment towards building knowledge and people assets which are geared for the future. This, combined with the fact that most of the Motivator clients are intrinsically Indian clients, makes the journey even more interesting and exciting. This is my second stint at GroupM, and in many ways, feels no less than a homecoming.”
An alumnus of MICA Ahmedabad, Upali brings to Motivator a rich experience of 18 years in media strategy, planning and development of business solutions. She started her career with the then known, Initiative Media, Lintas and since then has been associated with companies like Universal McCann, Starcom Mediavest Group, Yahoo and GroupM. Some of the brands she has worked on include TVS, Tata Tea, Himalaya Wellness, Wipro Consumer Care and SAB Miller among others.
Upali Nag also has substantial experience in setting up organization teams, processes and in strategic consulting. Following her business consulting practice, she has successfully driven projects on Consumer Understanding, Business Development, CRM, Business Analytics, Data Solutions and Identifying Performance Metrics.
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.
