MAM
ReshaMandi bolsters leadership team, appoints Abhishek Kumar as SVP – Marketing
Mumbai: ReshaMandi, B2B marketplace digitising the natural fiber supply chain has appointed Abhishek Kumar as SVP – marketing and Subramanya Srikant as head of Human Resources.
The company aims to extend operations, as well as move closer to its broader goal of shaping the ecosystem of natural fibres in India, it said in a statement.
According to the company, Kumar will drive the end-to-end marketing strategy for the Group as well as all the brands under its umbrella. He carries a diverse experience of over 17 years and will be responsible for modernising marketing and advertising strategies to suit the post-pandemic era of digital and traditional media.
“Our decision to strengthen the leadership team is a major step in our quest to expand ReshaMandi’s footprints across India,” said ReshaMandi founder and CEO Mayank Tiwari. “They bring with them a wealth of experience that will help us in driving our value proposition with the right blend of functionality, commitment and expertise.”
In his previous stint as VP- Digital at Edelman, Kumar has worked with brands such as Lakme, Flipkart, PayPal, among others. Prior to that, he was associated with Aviva Life Insurance, Yahoo!, Radio Mirchi & Ogilvy in various capacities but primarily focused on communication strategy, content & branding, stated the brand. “We have a solid business model in place that’s weaving an incredible story around availability, accessibility and profitability for all the stakeholders. Telling this story to a larger audience is a privilege and I am humbled to market a brand like this both from the point of view of the B2B and B2C audiences. We are here to create a definitive brand that we hope will be a part of our pop culture too,” said Kumar.
Meanwhile, Subramanya Srikant carries two decades of industry experience in the execution of employee strategy, end-to-end HR initiatives/programs and service delivery management to align with major organisational priorities. Previously, Subramanya was the head of HR at Riversand Technologies, a Data management company. He started his career working as an IT developer for Telecom giant AT&T and spent the first 12 years of his career working for fortune 100 companies mainly in the Technical domain, said the brand.
“I am excited to join Reshamandi as it is a company focussed to helping farmers and small-time rural businessmen enabling Technology,” he said.
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.
