MAM
Shaw Wallace ropes in Kannada actor to promote beer brand
BANGALORE: Shaw Wallace Breweries (SWB) has roped in popular Kannada actor Darshan as the new brand ambassador for the beer brand Knock Out.
In his role of a brand ambassador, Knock Out Star Darshan will be a part of the Knock Out promotion blitzkrieg, beginning with Darshan’s soon to be released Kannada movie, Shastry.
Darshan has acted in over 18 movies in macho roles that depict strength of character. His roles in movies like Karya, Ayya, Darshan, and Kalasipalyam have ensured a huge fan following, states an official release.
South, Shaw Wallace Breweries operations director Ashok Dhingra says, “Knock Out has been the favourite of Karnataka for over two decades now. The unique taste combined with consistent quality has been the cornerstone of its success. With this tie up with South India’s popular star Darshan, we hope to provide a rewarding experience to our consumers and bring them closer to the brand.”
Speaking on the occasion, Shaw Wallace Breweries marketing director Vinod Giri said, “Knock Out has defined strong segment in Karnataka for decades. It is an appreciation for those strong men who successfully stand up to everyday challenges without making any fuss about it. Darshan embodies the same values and therefore we consider this a perfect fit which will go a long way.”
Giri, while speaking with Indiantelevision.com, said that Orchard was handling the Ad-campaign, which will be mainly ground visibility based. Giri, however was tight-lipped about the ad budgets and the endorsement deal with Darshan and Malvika.
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.
