MAM
Rediffusion onboards Tathagat Jena as branch head, Delhi
Mumbai: Ad agency Rediffusion has announced the appointment of Tathagat Jena as the head of its Delhi branch. Jena moves from the Chinese smartphone company Transsion as CMO of Infinix mobiles.
Jena comes with over two decades of experience in brand management. He was previously associated with Samsung India where he led the marketing team for the smartphone division for nine years. Prior to that, he worked in executive roles with ad agencies like Lowe Lintas, Ogilvy & Leo Burnett, and retail brand Lladro.
“At a time when clients are increasingly seeking ‘marketing partnerships’ from their communication agencies, Rediffusion aims to offer the complete suite of digital-first solutions & demonstrate capabilities beyond just communications,” Jena said. “Along the way, I hope to have some fun co-creating success stories that Rediffusion is famous for.”
Welcoming Jena on board, Rediffusion’s joint president Navonil Chatterjee said, “In Tatha we have a good combo of a good agency man and a matured client hand, especially one who has worked in a highly competitive category like mobile handsets. He will now bring all those learnings to Rediffusion Delhi. For us Delhi was one of our most important geographies with Maruti, Airtel, Pepsi all being our clients born in that office. Tatha is tasked to bring back the effervescence to the Delhi office. We have signed up some very interesting and live-wire businesses in Delhi and we look forward to a big Rediffusion operation in India’s capital city in the days to come. Delhi is a big priority for us going forward.”
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.
