MAM
Tanishq turns city streets into a diamond runway with bold OOH campaign
MUMBAI: When the brief is brilliance, subtlety takes a back seat. Across Delhi NCR, Mumbai, Jaipur, Ludhiana and Ahmedabad, Tanishq chose to look up and out, rolling out a sweeping out-of-home campaign for its Radiance in Rhythm Natural Diamond collection that turned everyday commutes into moments of sparkle.
Executed by Laqshya Media Group, the campaign was designed as a city-wide visual takeover rather than a scatter of standalone billboards. Premium large-format hoardings and digital screens lined major arterial roads and high-traffic urban corridors, creating a sense of continuity that followed commuters from one landmark to the next. The result was hard to ignore and even harder to scroll past.
The strategy leaned into scale and repetition. Instead of isolated placements, the visuals appeared sequentially along key routes, reinforcing the idea of permanence and rarity that defines natural diamonds. From early-morning drives to late-night journeys, the collection became part of the city’s daily rhythm.
Radiance in Rhythm draws inspiration from the modern woman, confident, expressive and unapologetically individual. Crafted with rare natural diamonds, the collection celebrates authenticity and personal style. The outdoor execution mirrored this philosophy, placing refined design against familiar cityscapes and turning routine travel into a visual pause.
“Naturals diamonds stand for legacy and authenticity,” said Laqshya Media Group chief strategy officer Yuvrraj Agarwaal. “We didn’t just give Tanishq visibility; we created a presence that matched the scale of the Radiance in Rhythm collection. The streets became the gallery. You can’t scroll past a skyscraper.”
The campaign underlines the enduring power of large-format out-of-home advertising. In an increasingly fragmented media landscape, scale, location and continuity still command attention, proving that when it comes to storytelling in the real world, size and placement continue to matter.
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.
