MAM
Shyam Steel appoints Ravi Kishan as brand ambassador
Mumbai: Shyam Steel, a leading producer and manufacturer of TMT Bars, proudly announces the appointment of Indian actor, politician, and film producer Ravi Kishan as their brand ambassador. This strategic collaboration is specially designed to strengthen Shyam Steel’s presence in the Bihar, Jharkhand, and Uttar Pradesh markets, where the company holds a significant position.
Shyam Steel Industries director Lalit Beriwala expressed his enthusiasm about the association, stating, “Ravi Kishan brings a unique blend of charisma and credibility to our brand. His immense popularity in the region, coupled with his versatile presence in Indian cinema and politics, makes him the perfect choice to represent Shyam Steel in these key markets.”
Ravi Kishan, currently serving as a member of parliament, Lok Sabha from Gorakhpur, shared his thoughts on the association, saying, “I am thrilled to be associated with Shyam Steel, a brand that shares my commitment to excellence and growth. Together, we look forward to contributing to the development of these vibrant markets and furthering Shyam Steel’s legacy as a leader in the steel industry.”
Shyam Steel recently announced that its turnover has reached ₹6,000 crores, and the company is poised for further growth with a target of Rs 9,000 to Rs 10,000 crores over the next two to three years. As part of their recent expansion initiatives, they commissioned a new capacity at the Mejia plant, increasing their integrated steel capacity from 0.65 million tons to 1 million tons. The company’s ambitious expansion plans also include the acquisition of 600 acres of land in Purulia, Raghunathpur block, for a new greenfield project. This project, a 0.35-million-ton integrated steel facility, is expected to significantly contribute to Shyam Steel’s goal of achieving a turnover of ₹10,000 crores. The company is dedicated to play a pivotal role in achieving the target of 300 million tonnes of steel production by 2030-31, contributing to India’s transformation into a self-reliant $ 5 trillion economy.
Shyam Steel is expanding on all fronts, from broadening its distribution networks to increasing its production capacity from 0.65 million tons to 1.35 million tons. The company is committed to playing a pivotal role in India’s growth story, and its association with Ravi Kishan reflects their shared values of excellence and progress.
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.
