MAM
PivotRoots acquires DeepFlux
Mumbai: The digital marketing agency, PivotRoots has acquired DeepFlux, a MarTech consultancy, for an undisclosed amount. The company will integrate DeepFlux into its Martech lab and consulting division, PivotConsult, in line with its vision to build a result-oriented marketing lab of the future.
Deepflux Co-founder Abhimanyu Vyas will join Yogesh Kothari in leading the new entity PivotConsult as business head. Tarun Taneja who had joined as a late-stage co-founder at DeepFlux would continue being a part of PivotConsult. He was heading AI and ML at DeepFlux & will continue to lead for the joint entity.
Speaking on the acquisition, DeepFlux co-founder Abhimanyu Vyas said, “We believe this association will prove to be a game-changer in serving the needs of Indian and global customers with data analytics and ML-based marketing solutions, especially in the Direct to Consumer(D2C) solutions space to stronghold their pivot’s marketing strategy.
PivotConsult Business head Yogesh Kothari said, “Abhimanyu & team have done a great job in shaping up Deepflux in the last 3 years. They have built some great products across retail, entertainment and digital acquisition pieces and have done some great work in the measurement & CDP part, the acquisition will help us grow faster, with DeepFlux we are already a 35-member team doing some great work for clients across verticals.”
“Our vision is to build a result-oriented marketing lab and consulting vertical that will drive greater efficiencies and outputs for our current and future clients. I am delighted to welcome Abhimanyu, Tarun and the DeepFlux team to PivotRoots as we continue to strengthen our offer to local and global brands,” added PivotRoots Co-founder & Managing Director Shibu Shivanandan.
DeepFlux’s client base includes Disney, Grasim Industries, Fox Studios, Tata Starquik, Damensch, Woodland, GFK, and AT Kearney amongst others.
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.
