MAM
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’
MUMBAI: Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign. Since the last 4 months, the city newspaper has been waging a war against these abandoned cars, with a series of investigations on the intensity of the problem of ‘Khataaras’ left on the streets of Mumbai. The newly launched communication talks to the residents of Mumbai to report the location of these Khataaras, so that the menace can be quantified and presented to the civic bodies for suitable action.
The campaign ‘Operation Khataara’ identifies the abandoned vehicles that are left to rot on the streets as the most-wanted abettors of crime in the city, that the residents need to report. In addition to being an eye-sore and a prime reason for traffic congestion in many parts of Mumbai’s busy streets, these dead-cars also foster criminal activities on the road. They are a breeding ground for mosquitoes that spread life-threatening diseases like dengue and malaria. Mumbai Mirror calls attention to this menace and urges the concerned authorities, encouraging them to take corrective actions to tackle the challenge.
Besides a series of articles, investigations and videos, the campaign intends to empower Mumbaikars to create an information network via a WhatsApp number 9372772277, where readers can share details about any abandoned vehicles in their vicinity along with photographs. In a city that grapples with space issues, abandoned cars raise the burden on the city by adding to parking issues. With the participation of citizens and authorities, Mumbai Mirror hopes to create a ‘Khataara’ free city and effectively serve the people of the city. The campaign will be communicated across media platforms including print, radio and digital media via engaging content formats and innovative ad-elements.
Speaking about the civic awareness campaign, Sanjeev Bhargava, Director, Brand TOI & Mirror said, “We at Mumbai Mirror consistently strive to dig below the surface and bring those issues to the notice of our readers that have not been addressed by anyone else and yet are important to the society we live in. And #OperationKhataara is an extension of our brand promise that focuses on the betterment of the city and its citizens. We believe in making a difference in the society and through this campaign we hope to encourage authorities in Mumbai as well as other cities to undertake similar initiatives.”
Through years, Mumbai Mirror has launched several impactful campaigns to make the city stronger and better. Campaigns like ‘I Am Mumbai’ brings forth the spirit of Mumbai and properties like ‘Mumbai Heroes’ felicitates the strong men and women who are changing the city for better. The journey to highlight the pressing issue of abandoned cars in the city began with an incident in Kandivali, which sparked into a city-wide movement reaching out to Ghatkopar, Juhu and Bandra leading to the full-fledged campaign – ‘Operation Khataara’ by Mumbai Mirror. Join the campaign and lend a helping hand to create a better Mumbai. Drop a line at operationkhataara@timesgroup.com
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.
