MAM
Percept/H creates new TVC for Good Morning International Tea
MUMBAI: Percept H has conceptualised a new TVC for Good Morning International Tea.
The new TVC is a morning scene of a couple making their morning cup while dancing in synchronized movements. The sensuality between the dancing couple is matched with the making of the tea. The metaphor of a good morning is matched when the couple takes their first sip opening their eyes to a nice sunny morning. The music is a mix of tango and salsa with that hip swaying liquid feel.
Percept/H CCO Ryan Menezes said, “Everybody wants to wake up to a good morning. Which is why the couple in the film wake up only when they sip the tea. Good Morning International Tea is not an ordinary tea, it‘s made with a lot of passion, and we wanted to portray that same passion in the tea making ritual shown in the film.”
The film is made by Bang Bang Films, produced by Natasha Malhotra and directed by Siddarth Sikand.
Good Morning International Tea executive director – sales and marketing Parag Desai said, “I felt that this would be a perfect showcase for Good Morning International Tea, one of our most premium blends. Just watching the film will give the audience a sense of how great the tea is – and make them want to not just try it but also make it! “
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.
