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Rattan Lal named global ambassador of regenagri to boost regenerative farming awareness
MUMBAI: If soil had a spokesperson, it just found the best one. Rattan Lal, the globally celebrated soil scientist and advocate of sustainable agriculture, has been appointed the global ambassador of regenagri, a leading international standard for regenerative agriculture.
The announcement was made on June 2, 2025, and signals a high-profile push to mainstream regenerative practices worldwide. Lal, a distinguished university professor of Soil Science and director of the Rattan Lal Center for Carbon Management and Sequestration at The Ohio State University, will now amplify regenagri’s message across geographies, guiding its global expansion and standardisation efforts.
As the global ambassador, Lal will promote the ecological and economic benefits of regenerative farming—emphasising soil health, biodiversity, climate resilience, and community livelihoods. “Regenagri stands for innovative farming systems, which transform agroecosystems into a part of the solution to restore degraded soils, mitigate climate change, strengthen biodiversity, improve the environment and advance Sustainable Development Goals of the United Nations while producing safe, healthy, accessible and nutritious food for all”, Lal said.
His appointment comes at a critical time as nations struggle with deteriorating farmland, shrinking biodiversity, and climate disruption. Regenagri, which provides standards and certification for regenerative agriculture, has found in Lal not just a figurehead but a hands-on contributor to both advocacy and technical advancement. He will also participate in the development of regenagri’s evolving standards framework.
A decorated scholar and one of the world’s most awarded soil scientists, Lal has received the World Food Prize (2020), Japan Prize (2019), Gulbenkian Prize for Humanity (2024), World Agriculture Prize (2018), M.S. Swaminathan Award (2009), and the Borlaug Award (2005). He previously served as President of both the International Union of Soil Sciences and the Soil Science Society of America.
Regenagri CEO Franco Costantini noted, “We’re thrilled to have Professor Rattan Lal join us as regenagri’s global ambassador. At a time when restoring soil health on a global scale is more pressing than ever, Prof Lal’s wealth of scientific knowledge will be key to further drive the adoption of regenerative agriculture through regenagri’s robust standards”.
With Lal at the helm of its advocacy efforts, regenagri aims to deepen its scientific credentials and broaden its impact in the global transition to sustainable, soil-first farming.
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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.
