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Twitter to address Elon Musk’s demands by providing crucial tweet data
MUMBAI: In a bid to end the standoff between the company and Elon Musk, Twitter will grant Tesla’s CEO unprecedented access to its “firehose” of public tweet data, The Washington Post reported. With this, the tech giant seeks to assuage Musk’s concerns over fake or automated accounts by yielding access to the firehose API, which contains ‘every tweet as it is posted.’
Twitter’s firehose API, in its entirety, shows what a user would see if they followed every account on Twitter — although the sheer volume of data is impossible to obtain or analyse without automation. Due to its value for ad-targeting and platform surveillance, it is also one of the company’s most closely held resources.
Firehose data could be immensely valuable as raw material for a study on automated activity. However, conducting a full study of automated activity would require significant time and resources, given the sheer scale of the data.
Providing valuable data could help Twitter score political points over Musk, as the micro networking platform seeks to fend off Musk’s qualms over the number of bots or automated accounts on the platform, and ensure that he honours his part of the buyout deal.
The news comes just days after the maverick billionaire once again threatened to back out of his deal to purchase Twitter, accusing it of failing to provide data on fake accounts.
In his filing with the US Securities Exchange on Monday, Musk accused Twitter of breaching its April agreement by not providing him sufficient data on automated accounts, rejecting the company’s offer to provide more detail on its internal studies of the issue.
Musk legally committed to purchasing Twitter in April this year, but since then has been increasingly vocal about growing bot activity on the platform, in what is seen by many as an attempt to renegotiate the deal on more favourable terms or cancel it altogether.
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“Twitter’s latest offer to simply provide additional details regarding the company’s testing methodologies is tantamount to refusing Musk’s data requests,” Musk’s representatives said in the filing. “At this point, Musk believes Twitter is transparently refusing to comply with its obligations under the merger agreement.”
Despite all this, Twitter Inc. remains confident the deal will proceed as planned. In an internal meeting, a senior company executive assured employees that the deal was proceeding normally and set for a shareholder vote in late July or early August.
Meanwhile, the networking giant’s stock continues to trade well below the $54.20 price set by Musk, reflecting market skepticism that the deal will go through as agreed.
In response to Musk’s SEC filing, Twitter issued a statement earlier this week. “Twitter has and will continue to cooperatively share information with Musk to consummate the transaction by the terms of the merger agreement,” the statement reads. “We intend to close the transaction and enforce the merger agreement at the agreed price and terms.”
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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.
