MAM
Mudra Max conjures snowfall in Chennai for Apollo Munich
MUMBAI: Standalone health insurance company Apollo Munich in partnership with Mudra Max executed an event to promote the company‘s health insurance project by creating artificial snowfall at the Express Avenue Mall in Chennai.
The health insurance project named Optima Restore was launched with the proposition of ‘unbelievable‘ and snowfall in Chennai was part of the launch campaign. The pre-event hype promotion saw promoters distributing Apollo Munich branded balloons with ‘Snowfall in Chennai‘ written on it as an invite. Radio also acted as an invite medium to drive people in hordes to the event.
On the day of the event, the team created a maze structure through which people could explore their way to the main event to experience snowfall. A snow machine threw imitation snow around an igloo through the day attracting crowds. To complete the experience a motion sensing game played on the large screen was also installed.
Mudra Max (OOH, Experiential, Retail) president and head Mandeep Malhotra said, “For a mall event to reach out to more than 100,000 people over the weekend is rare. Needless to say, the brand delivered on its promise of offering the ‘Impossible‘ to the people of Chennai and am indeed happy that I was present here personally to experience the same.”
Apollo Munich Health Insurance CEO Antony Jacob said, “Optima Restore has two benefits. Restore benefit automatically reinstates the basic sum insured in case the insured exhausts their sum insured in a policy year. Another is the Multiplier benefit, where in case a customer have acclaim free year, the insurance cover increases by 50 per cent the next year and double it the year after at no extra change guaranteed. Optima Restore has been designed to offer complete comfort to health insurance consumers, since their coverage will increase whether they use up the plan, or don‘t use it at all. Guaranteed, and with no extra charge.”
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.
