MAM
Pedigree picks Brett Lee as brand endorser
Mumbai: Pedigree, the Global pet food brand from the stable of Mars International India, has announced Brett Lee as their new brand ambassador.
With this association, Pedigree aims to create an ideal environment for responsible pet ownership and increase awareness on the fact that “Dogs are Different and so are their Food needs”.
Mars International India director-corporate affairs Nitin Kulkarni said, “We at Mars International India are delighted to bring Brett Lee as the brand ambassador for our leading pet food brand Pedigree. We believe that Responsible Pet Ownership is to Love and Care in the right way and Right Food is a critical part of that journey. A dog is completely dependent on you for food, shelter and companionship so it is important to make sure you are ready for this relationship before you go out and find your new best friend.”
Lee said, “Being a responsible pet parent this is an ideal opportunity to connect with Pedigree which is dedicated towards the well-being of dogs. This association gives me a wonderful opportunity to share the magical relationship of Human Companion Animal bond. Right Nutrition is the key to a pets health and longevity. I strongly agree with Pedigree and ‘Every dog deserves leading Nutrition‘.”
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.
