MAM
Triton to work on Amorettos Juice Café ad account
NEW DELHI: Amorettos Retail Private Limited has shifted the advertising account of its chain of juice bars `Amorettos Juice Café’ from Euro RSCG to Triton Communications, Delhi office.
The appointment of new agency was confirmed by Amorettos head of marketing Gurpreet Kaur Wasi.
“The brief given to Triton includes glamorization of juices. The idea is to make juices more fashionable and contemporary and give our chain a pub-like feel,” said Wasi.
Though there are road-side juice shops, the development of the organised players in this segment is yet to take place. And Amorettos is trying to carve a niche for itself in this segment but with a difference.
“We are the first ones to come up with the concept of juice bars in the country. It’s a popular concept abroad but out-of-the-home juices consumption is yet to pick up here. And the kind of temperature we have here, juice makes lot of sense,” added Wasi.
According to Wasi, the company is planning to 28 outlets by the end of this year. Amorettos is currently present in three metropolitan cities Delhi, Mumbai and Kolkata with nine outlets.
“The mandate includes increasing the traffic at Amorettos outlets through mix of advertisements and below-the-line activities. We are trying to capitalise on certain occasions through events at the outlet level. We are targeting youth and objective is to convey the message that they can have good time amidst a fun-filled ambience,” said Triton Communications, executive director, Vivek Srivastava. Besides print, the media strategy will also include radio advertisements.
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.
