MAM
Neeman’s unveils ReLive Knits campaign with a call for sustainability
Mumbai: Neeman’s, an innovative footwear brand that uses natural, renewable and biodegradable fibre has roped in Bhumi Pednekar, Mandira Bedi, and Samantha Prabhu for its latest campaign.
The campaign announces the launch of its ReLive Knits, a shoe made with 100 per cent recycled PET Bottles. The digital film featuring the three actresses highlights the brand’s ethos and its latest collection that boasts comfort, sustainability, technological innovation, and superior design.
According to the company, Pednekar was an ideal fit for the campaign as she is a renowned climate warrior and an advocate of sustainable living. “She exemplifies breaking of boundaries, and Neeman’s, with the newest collection of sneakers and slip-on made with 100 per cent recycled PET Bottles has done the same,” it said.
“The truly spirited actress, anchor, designer, and fitness enthusiast Mandira Bedi on the other hand was a suitable pick for ReLive Kits as she is a true embodiment of donning many hats and, thus, perfectly channels Neeman’s vision of crafting versatile footgear for anytime wear. Actress Samantha Prabhu too perfectly reflects Neeman’s values of shattering stereotypes and challenging the status quo, with one-of-a-kind choices that make her stand apart,” said the company.
According to Neeman’s, the new line of shoes actively reduce carbon footprints and build towards a better tomorrow. In ReLive Knits, the other materials used include bamboo insoles, castor bean oil, natural and recycled rubber.
“With this planet-friendly collection, we have taken another significant step towards creating footwear that cares for the environment without compromising comfort and style,” said Neeman’s founder Taran Chhabra. “As per the research by Quantis, a sustainability consulting group, sneaker production accounts for 1.4 per cent of the global greenhouse gas emissions. In stark contrast, each pair of the ReLive Knits is made with eight PET bottles, and so far, we have recycled more than one million plastic bottles for this new sustainable collection. We are determined to change how Indians wear shoes, one step at a time.”
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.
