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South African Tourism launches new ad campaign
MUMBAI: South African Tourism has launched its annual advertisement campaign in order to promote the destination in India.
The 60 seconds ad film captures various activities, destinations and travel experiences that one look can forward to in South Africa and is being screened across leading multiplexes and cinema halls.
The nationwide campaign is being undertaken across seven key markets in India for a period of six weeks. The ad will be featured during Bollywood movies like Ladies Vs Ricky Behl, Agneepath and Don 2.
South African Tourism country manager Hanneli Slabber said, “Given the fact that Bollywood movies are one of the strongest consumer influencers and attention drawers, it is the best time to leverage the medium to launch an advertising campaign. It is also an appropriate time to start an annual campaign of this scale, with the New Year round the corner a time when people are planning to go on holidays or keep aside a budget for summer holidays.”
“South Africa as a destination is a complete family package, the nation provides various forms of activities and travel experiences for every age group. Our advertisement has been able to brilliantly capture the same. We are confident that the advertisements will definitely tempt the Indian audience to consider a holiday in South Africa”, he added.
According to the official communiqué, South African Tourism has witnessed an exceptional 22 per cent increase in Indian tourist arrivals to the country between January-July 2011. The month of July witnessed a total of 8,609 Indian travellers visiting the nation compared to 7,043 in July 2010. There has been an overall increase of 38.2 per cent in Indian arrivals between January-July of this year vis-?-vis the previous year with 52,588 Indians visiting the country.
South Africa saw more than 8 million tourist arrivals in 2010, compared to just over 7 million in 2009.
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.
