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MSLGroup gets 8 new regional practice leaders in Asia
MUMBAI: Publicis Groupe’s strategic communications and engagement consultancy, MSLGroup has appointed eight new regional practice group leaders and two regional deputy practice group leaders across Asia to further strengthen the firm’s expertise and leadership.
The practice leaders will ensure best-in-class client service and strategic counsel, including growing the business, developing new offerings and methodologies, structured internal capability enhancement and thought leadership.
MSLGroup president Asia Glenn Osaki said: “Most of these top talents and leaders have been with us for many years, some have grown with us for over a decade. We are very happy to appoint these experts to take on international leadership roles and to contribute to developing the future of MSLGROUP in Asia and globally. MSLGroup is driving the change. I’m proud that these top talents will play a part in taking our firm – and our industry – to the next level.”
The eight regional practice leaders are: Amrit Ahuja (with over 20 years of experience she will be adding the role of regional practice leader to her current position as client engagement leader for 20:20 MSL in India), Narendra Nag (will be adding the role of regional practice leader to his current position as vice president and co-leader of MSLGroup Social Hive in India), Parveez Modak (apart from his current position as senior VP and co-leader of MSLGroup Social Hive in India, he will be adding the new role to his portfolio) , Amit Misra (he will be adding the role of regional practice leader to his current position as executive VP and director, Public Affairs, at MSLGroup in India), Par Uhlin (will add the role of regional practice leader to his current position as vice chair, MSLGroup China), Ellen Cheng (the sought-after trainer and advisor to senior executives of leading international companies in China will be adding the role of regional practice leader to her current position as director, MSLGroup China), Ken Hirata (will add the role of regional practice leader to his current position as senior director, MSLGroup in Japan), Dennis Hsu (will add the role of regional practice leader to his current position as VP, MSLGroup in Taiwan).
Jaideep Shergill will continue his leadership of the regional Financial Communications practice.
Two deputy practice leaders have also been appointed: Jolin Liu (will be adding the role of deputy regional practice leader to her current position as group account director, King Harvests) and Fu Yumei (will add the role of deputy regional practice leader to her current position as healthcare leader and senior associate director at MSLGroup in Singapore).
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.
