MAM
Triton to launch Rs 20 mn festive campaign for Jeet spices
NEW DELHI: Aar Aar Fragrances is set to launch a new advertising campaign worth Rs 20 million for its Jeet Masale (spices) for Diwali. For the brand, which was launched in April this year, Triton Communications, Delhi, has created seven television commercials (TVC) recently.
The new campaign will focus on establishing Jeet’s presence in a versatile range of culinary offerings comprising paav bhaji masala, sambhar masala, hazma hajam, tadka mirch, channa masala, meat masala, chicken masala apart from the regular fare of garam masala, haldi (turmeric), dhania (coriander seed) and so on.
On the treatment of the campaign, Vivek Srivastava, executive director of Triton says, “There is a delightful dose of humour as the Jeet family tries to ward off the pesky neigbours who come to disturb their fun with meals. To add punch to the authentic flavour aspect, the branding has been embellished with a vernacular touch too. Hence, the paav bhaji masala is called Bambaiya paav bhaji and sambhar masala is called sambhar dakhini and so on.”
Srivastava says, “Apart from DD, the campaign will be on air on news and general entertainment channels such as Sony and Zee. 90 per cent of the spend would be on television.”
Aar Aar Fragrances had spent Rs 15 million, mainly on television-oriented advertising campaign earlier this year.
“Targeting women in SEC A and B, the position of the brand was driven by a desire in every woman’s heart to be a winner at culinary tasks. Jeet Masale are her allies in making her a winner every day,” says Triton’s executive creative director Aatanu Chakraborty. The media strategy included DD, DD Metro apart from cable and satellite channels.
The company has been working on its expansion plans for a nationwide presence. Initially launched with a North-centric distribution, Aar Aar Fragrances has also forayed into the western region and is also strengthening its operations in the southern market. The other players in the same segment include MDH, Everest, Catch and Ashok. Triton had won Jeet spices account in January this year.
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.
