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Omnichannel retailing is the way to go in India
MUMBAI: It is a renowned fact that the economic scenario in India has significantly transformed over the past two decades largely due to the retail sector. The retail market is set to double in 2016-17 from Rs 23 crore in 2011-12. This growth will be spurred by mutual growth of both offline and online channels of retailing.
“Omnichannel retailing is the way to go in India. All retailers have a big market, nevertheless organised retailers will have to find local relevance,” said Ministry of Commerce & Industries additional secretary J.K. Dadoo in the recently concluded trends in Retail Summit 2015 organised by ET Edge, an Economic Times initiative.
Talking about investor interest in the retail sector, Dadoo added, “With the changing trends, we will see more interest by investors too. The Indian government is keen to allow FDI in B2B e-commerce.”
During the Summit, The Boston Consulting Group (BCG) senior partner and director Abheek Singhi opined, “Shopping is an occasion which needs to be cherished and is a combination of mobile, social and human connection. Today consumers are in control of the shopping experience.”
Echoing his views Shopper’s Stop MD and VC Govind Shrikhande said, “The four D’s that count at present are demographics, disruption, digital and data analytics. Living in the generation of millennials, mobile and social commerce will shape the future of shopping.”
Speaking about the success of the Summit, Times Conferences president Deepak Lamba said, “It’s a delight to see the interest and enthusiasm of so many professionals to learn about the growing retail trends in India. Given the recent boom in the sector, e-commerce is capturing almost all retail sale, however, brick-and-mortar stores will never go out of fashion. Furthermore, digital wallets will help the country transform into a cashless economy.”
The Summit witnessed presence of more than 120+ professionals from the retail, banking and marketing sectors. Key trends, business and government policies were discussed by government officials and retail and banking honchos.
The Summit took place on 26 June 2015 at Hyatt Regency, Mumbai.
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.
