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Singla’s signal boost as he steps up as ICCO Nextgen global co-chair
MUMBAI: From ESG charts to PR smarts, Aditya Vasan Singla is making waves worldwide. Aditya Vasan Singla, principal at Astrum, has been appointed co-chair of the 2025 ICCO Nextgen Board, a dynamic initiative by the International Communications Consultancy Organisation to empower young communications professionals and future-proof the industry. The announcement was made on 12 March 2025, marking a new milestone in Singla’s global leadership journey in strategic communications.
Joining forces with Karishma Hingorani (Middle East Public Relations Association – MEPRA), Singla will lead the diverse and global Nextgen board. The newly formed cohort includes Srishti Sharma (India), Rumyana Tancheva (Bulgaria), and Zahra Zakriya (UAE), reflecting ICCO’s strong focus on cross-border collaboration and peer innovation.
” I feel privileged to be offered this opportunity to collaborate with some of the brightest minds across the globe to aid the development of the NextGen talent and best practices for the global public relations industry. I believe it is crucial for us to collaborate and co-create solutions that push our industry forward, ensuring we are future ready and resilient.” said ICCO Nextgen Board co-chair Aditya Vasan Singla.
Astrum founding managing partner Ashwani Singla. “ICCO’s focus on the Nextgen talent is a step in the right direction to fuel excellence and attract the brightest minds as practitioners of strategic communications. I am delighted that Aditya is contributing to advance this laudable objective.”
The ICCO Nextgen Group is designed to attract, develop, and retain top-tier talent through research, knowledge-sharing, and real-world initiatives. As part of ICCO’s broader strategy, the board brings together emerging PR leaders to foster innovation and industry relevance in a rapidly evolving global landscape.
Singla brings with him nearly a decade of experience in ESG and strategic communications. His resume spans major consultancies including PwC and ERM, where he steered multidisciplinary teams working with transnational giants across diverse sectors. His career kick-started in the Office of Cabinet Minister Piyush Goyal, where he was entrusted with political communications and policy research.
An alumnus of the London School of Economics (MSc in Environmental Economics) and Aberdeen University (MA in Economics and Geography), Singla also happens to be a seasoned global traveller, making his perspective even more globally nuanced—a perfect fit for the ICCO NextGen board’s international ambitions.
As the communications industry grapples with the demands of AI, authenticity, and shifting audience behaviours, ICCO’s move to place emerging leaders like Singla at the helm is a smart play because the future of PR isn’t just about messaging, it’s about mentorship, mission and momentum.
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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.
