MAM
RedFM names Sushant Singh Rathure deputy general manager–sales
MUMBAI: RedFM has appointed Sushant Singh Rathure as deputy general manager–sales. Based in Delhi, he will lead special projects in the north, oversee government and PSU accounts, and head the UP cluster.
Rathure, a business growth specialist with nearly two decades in advertising sales and brand partnerships, moves from Music Broadcast Ltd, where he was associate vice-president, running RC Digital Labs and Radicity. He previously held senior roles at Bharat Media Group, Sony Pictures Networks India, Star India, and The Times of India, with a track record in driving revenues, scaling media businesses and launching new formats.
This is Rathure’s second stint at RedFM, where he earlier led sales for the Mumbai station between 2019 and 2022. He credited RedFM’s chief operating officer, Nisha Narayanan, for the opportunity, saying her “faith and leadership” would inspire him to deliver “with greater dedication and passion.”
A seasoned strategist with regional and national exposure, Rathure is known for building alliances, managing P&Ls, and blending creative solutions with sharp media planning. At RedFM, he returns to familiar turf, this time with a wider remit and higher stakes.
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.
