MAM
Patanjali Dant Kanti Fresh Active Gel launches #FullFullFresh TVC
Mumbai: Patanjali Dant Kanti has launched a new Dant Kanti Fresh Active Gel with actors Tiger Shroff and Tamannaah Bhatia in #FullFullFresh TVC. Patanjali has now entered the foray of toothpaste that is focused on cooling and freshness with Dant Kanti Fresh Active Gel after transforming the toothpaste industry with Ayurveda. This category is dominated largely by youth, so the communication and media strategy shows the stars grooving to the catchy jingle in the TVC.
Patanjali Dant Kanti Fresh Active Gel has natural ingredients such as cooling mint crystals, clove, cinnamon, anise, mentha, eucalyptus, and black pepper which are effective in long-lasting freshness. The freshness quotient is well captured in this campaign. It has a refreshing look that compliments the product’s proposition and promise.
The campaign ‘FullFull Fresh’ encourages a fresh and healthy lifestyle. Considering the daily routines of today’s youth, who are constantly on the go. The campaign aims to influence them to adopt better oral care habits and add the essence of mint’s freshness to their lives. It communicates that the gel’s mint crystals keep one ‘Full-Full Fresh’ for up to 12 hours. It also promotes the idea of maintaining the same energy level, boosting confidence, and staying active all day, when one uses Patanjali Dant Kanti Fresh Active Gel with mint crystals.
Patanjali CMD Ram Bharat speaking about the campaign, said: “Patanjali Dant Kanti chose Tiger Shroff and Tamannaah Bhatia as flawless fits. We are thrilled to have the two as part of the Patanjali Dant Kanti Fresh Active Gel journey; personas with youthful energy and a health-consciousness perception. Their captivating performance and smiles has breathed a ‘full-full freshness’ to the ad commercial”.
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.
