MAM
Neeraj Roy elected as IAA India chapter president
MUMBAI: The India Chapter of International Advertising Association has elected Hungama Digital Media CEO Neeraj Roy as its president.
Roy said, “We look forward to serving the ever changing needs of the marketing and advertising fraternity as India is at the cusp of a digital transformation that will impact all aspects of life.”
Further, Monica Tata, COO – BTVi, elected as VP commented, “I am looking forward to be part of the next phase of IAA under the new leadership.”
Pradeep Dwivedi, former CMO of The Dainik Bhaskar Group, elected as the Hon. Secretary, said, “There has never been a better time for our industry to evolve and transform itself. I am keenly looking forward to working with industry leaders to sustain the rich legacy of past IAA initiatives and contribute to new ones.”
Jaya Advertising Pvt. Ltd. chairman Jaideep Gandhi was elected as the honorary treasurer.
In addition, MCCS India Pvt Ltd -ABP News CEO Ashok Venkatramani, Daily Deshdoot director Janak Sarda, Indian National Press director Abhishek Karnani, Mathrubhumi PTG & PBG Co. Ltd director Shreyams Kumar, VRL Media Ltd managing director Anand Sankeshwar, have been elected as members of the managing committee.
IAA India past president Kaushik Roy said, “With strengthened senior level representation from India and the Asia Pacific, IAA globally is well poised to support and nurture the interests of the advertising, marketing and media fraternity.”
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.
