MAM
Ogilvy creates ad campaign for Spice Mobile
MUMBAI: Spice Mobile is set to roll out a new ad campaign that has been created ad conceptualised by Ogilvy.
The objective of the campaign is to tell the youth of India that Spice Mobile is a ‘cutting-edge’ mobile Internet company and it has just launched a Spice Flo Series of mobile phones, Flo ME and Flo TV.
Spice Flo Series delivers music experience with ‘surround sound’ and Internet experience with ‘Smart Touch technology’. Also Flo TV comes with the added innovative feature of Live TV
The company will roll out TVCs, radio, print and POS.
The ad film is a pop music video feel with a track that talks about Spice Flo Series music and Internet abilities. The creative idea is to tell the story of the mobile series in a form that the youth find most entertaining – a ‘cool and catchy’ music track.
Ogilvy group creative head Pradyumna Chauhan said, “Youngsters love song and dance and they also dig technology. So this ad pretty much takes off from there. Which is why we have attempted a pop video feel while interspersing the cool internet functions of the mobile in a track itself.”
Ogilvy group creative head Mahesh Gharat added, “The Spice Flo series is a cool package in entirety. Starting from the name to its surround sound to amazing internet functions, it‘s a cool must buy for today‘s youth. We just presented those facts in a way most appealing to the target.”
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.
