MAM
Raymond selects Madison to handle its Rs 100 crore AOR biz
MUMBAI: Textile, apparel and fashion retailer Raymond‘s tag line is “the complete man.” And it was looking for the complete media agency to look after its advertising spends. And it found that it in the Sam Balsara-founded Madison Media which will now be its agency of record (AOR), following a multi-agency pitch. Madison, which bills about Rs 3,000 crore on a gross level, will be responsible for the entire media mandate, including digital and out- of-home (OOH), for all Raymond group brands.
The Raymond AOR including its branded apparel, denim, cosmetics and toiletries, engineering tools and hardware, auto components and prophylactics businesses is estimated to be worth about Rs 100 crore annually.
Raymond director – marketing Mrinmoy Mukherjee said, “Raymond requires an expert media advisor and partner. We are delighted to have Madison on board as our media partner. Their leadership status as one of the best integrated media solutions agencies in India and well-integrated service and processes will help our brands scale newer heights of success.”
Madison Media Group CEO Gautam Kiyawat added “We are delighted with this new win and are confident that we can add substantially to building the Raymond group brands.”
Madison Media has been on an account winning spree, having recently won a host of new businesses including Epic TV, Maxx Mobile, McCain Foods, Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves. This apart, it handles media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Levis, SpiceJet, Domino‘s, Bharti AXA, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many 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.
