MAM
Rediffusion Y&R ropes in Komal Bedi Sohal as NCD
MUMBAI: WPP‘s Rediffusion-Y&R has brought on globally awarded creative talent Komal Bedi Sohal as national creative director in India.
Prior to joining Rediffusion, Sohal spent the last 11 years abroad, with her last assignment being executive creative director for Lowe Middle East and North Africa, based in Dubai. She now moves to India to be based in Rediffusion’s head office in Mumbai.
Sohal’s advertising career spans 19 years, during which she produced award-winning work for global brands such as Harvey Nichols, Land Rover, LG, Citibank, Colgate, Virgin Atlantic, Axe deodorants, and Microsoft Xbox.She is ranked number 2 in ‘The Top Art Directors in the World’ by The Big Won Creative Ranking 2011 and has been in the top 10 for the past five years.
Her stash of international awards includes the Grand prix, gold, silver, bronze, and finalists at Cannes, One Show, The ANDYS, Art Director’s Club, Clio, Dubai Lynx, Mena Cristal Awards, London International Awards, New York Festivals, EPICA, and Loeries. Her work has been featured in the annual publications of D&AD, Communication Arts, and Luerzer’s Archive.
Rediffusion-Y&R chief creative officer and vice-chairman Sam Ahmed said, “Komal and I have worked together for several years. She is a fierce and compassionate leader. The craft and finesse she brings into her work is incomparable and world class. She is a school of art direction. It’s almost impossible to find such talent and I’m happy that she’s moving her life to India to join us. This will be good for our industry at large as we can all learn from her craft and execution skills.”
Sohal said about her new role, “It’s homecoming in more ways than one. Both the city and the agency have a special place in my heart, and I am eager to get started right away. We are going to create ideas that are impactful and iconic, executed beautifully.”
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.
