MAM
Sony Sab lights up Ujjain’s sky with groundbreaking 3D holographic show
MUMBAI: When it comes to pushing creative boundaries, Sony Sab just took things to another dimension-literally. In a spectacular fusion of technology, mythology, and marketing, the channel transformed Ujjain’s night sky into an enormous, immersive 3D canvas to mark the launch of its epic new series, Veer Hanuman. This jaw-dropping holographic sky projection-the largest of its kind in India—was unveiled on Mahashivratri, delivering a larger-than-life spectacle that left audiences spellbound.
Harnessing cutting-edge scrim technology, Sony Sab projected breathtaking visuals of young Hanuman’s legendary journey onto a non-dimensional surface, creating the illusion of celestial storytelling floating in mid-air. As light, movement, and sound intertwined, the sky became a stage for an experience never seen before in Indian television marketing.
This industry-first activation showcases Sony Sab’s commitment to reimagining audience engagement. It wasn’t just a launch; it was a moment of devotion, technology, and entertainment converging in a way that redefines how audiences experience television content.
“As we launch Veer Hanuman, we’re drawing on India’s rich cultural heritage and harnessing cutting-edge technology by creating an immersive experience that will captivate audiences,” said Sony Sab head of marketing and communications Vaishali Sharma. “Our innovative approach with this breathtaking 3D holographic sky projection will break new ground, enabling us to connect with viewers in a fresh way. Ujjain served as the perfect backdrop to mesmerise audiences and set the tone for a show that will inspire and entertain millions.”
Sony Sab didn’t stop at the sky. The channel rolled out a multi-platform campaign, integrating television, social media, Youtube, and digital activations to bring behind-the-scenes moments, bite-sized content, and interactive experiences directly to audiences.
The highly anticipated Veer Hanuman, premiering 11 March, narrates the journey of Lord Hanuman, from an adventurous young boy to a revered deity symbolising devotion, bravery, and loyalty. Featuring Aan Tiwari, Sayli Salunke, Arav Chowdharry, and Mahir Pandhi, the show airs Monday to Saturday at 7:30 pm on Sony Sab.
With this pioneering holographic spectacle, Sony Sab has set a new benchmark for how television marketing can transcend screens and enter the realm of real-world, immersive storytelling.
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.
