MAM
Posterscope promotes Haresh Nayak as APAC president
MUMBAI: Dentsu Aegis Network has announced the promotion of Haresh Nayak as Posterscope Asia Pacific president, in addition to his current role as managing director of Postercope India. Based in Mumbai, Nayak will report to Dentsu Aegis Network Asia Pacific CEO Ashish Bhasin and Posterscope global president Stephen Whyte.
He will also continue to report to Dentsu Aegis Network India CEO Anand Bhadkamkar for his existing India responsibilities as well as for his expanded role in India wherein Nayak will oversee operational excellence for Media brands in the market, as COO media brands.
In his expanded role for APAC, Nayak will be driving long-term, sustainable growth by bringing automation, intelligence and accountability into the business. He will concentrate on enabling the regional market with focus on client needs and growth opportunities while optimising operations.
He brings with him more than two decades of experience in leading businesses across OOH, shopper marketing, ambient, CSR, celebrity and sports management. He joined Posterscope India in 2008 as general manager to launch the brand in the market. He subsequently grew the brand further and launched four additional brands – Brandscope, Hyperspace, PSI and Ambient OOH, under the Posterscope Group India. With 125 people across 18 offices in India servicing over 80 clients, Posterscope Group India is one of the leading agencies in the country today.
Prior to joining Posterscope, Haresh was business director and national buying head at IPG India for six years.
Bhasin said, “Haresh has built a solid career at Dentsu Aegis, from launching Posterscope 12 years ago to transforming the business to one of the top agencies in India today. In the two decades that I’ve worked personally with him, he has proven himself to possess strong business acumen and extensive management experience. He is one of the most hard working and committed leaders I know and is well-placed to lead Posterscope Asia Pacific on to the next chapter as we evolve our integrated Dentsu Aegis business in the region.”
Stephen Whyte said, “Asia Pacific continues to be a huge market for OOH advertising as emerging economies within this region power growth. We see an exciting change and growth in the OOH space, where our expertise in dynamic digital OOH continues to differentiate our offering. Haresh has strong specialist background and is a strong advocator of innovation. With him on board, Posterscope Asia Pacific will continue to push boundaries to deliver creative OOH experience for our clients.
Nayak said, “Posterscope is the world’s leading location-based marketing specialist with data, technology and infrastructure. I look forward to bringing future ready solutions that will bring in intelligence, accountability and ROI to our client’s business across Asia Pacific. Asia Pacific is the key region for Dentsu Aegis Network and from an OOH industry point of view the biggest potential market. Having been a part of the company’s journey for over 10 years, I embrace this new chapter with a lot of excitement and honour.”
Anand Bhadkamkar said, “As the media landscape continues to change and evolve, it is imperative that our media operations are structurally aligned to continue meeting our clients’ needs. Driving automation and operational excellence within the businesses and ensuring that our teams, our processes and our systems continue to work in an agile, more integrated and less complicated way, is of paramount importance to help maximise the impact we deliver for our clients. Haresh has tremendous experience in the industry and has successfully driven Posterscope Group India to growth and excellence. His experience makes him the most suitable choice to lead this initiative.”
For the record, DAN's Media Line of Business (LoB) comprises the media, out of home and performance agencies in the market and is in line with the global business strategy of streamlining and consolidating the network's offerings around the three Lines of Business: Creative, Media and CRM. The media brands in India consist of Carat, Dentsu X, Vizeum, Amnet, iProspect, SVG, Milestone Brandcom and Posterscope.
The role will take effect immediately.
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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.
