MAM
upGrad teams up with SonyLIV for new series ‘Khud Ke Liye’
Mumbai: Ed-tech major upGrad has taken its original content game a notch higher with the launch of a multi-starrer anthology film titled “Khud Ke Liye.” Conceptualised and written by The Glitch’s digital-first division – Flux, the film series is currently streaming on upGrad’s YouTube channel and streaming platform, SonyLIV.
The series emphasises the fact that the absence of ‘life-long learning’ in the era of constant evolution adds tremendous pressure on working professionals, without having them realise it. This jeopardises their professional growth and mental well-being in the long run. “We wanted to depict the most ordinary of lives, with their self-consciousness erupting from an uncomfortable incident or series of events, which leads them to choose higher education. The idea was to make the characters brave but at the same time relatable and vulnerable, to appeal to the potential audience and consumers,” said Flux creative director Tathagata Ray.
Besides Flux, two other production houses Melting Clock and Upward Fall Films also collaborated on the series over a period of three weeks, the company said.
“We are committed to making quality and affordable higher education a reality for millions. Our strategic partnership with India’s leading OTT player SonyLIV to tap into the right set of audience is another step forward in that direction,” commented upGrad head of marketing Ankit Khirwal.
Speaking on the association, SonyLIV head – ad sales revenue Rnajana Mangla stated, “At SonyLIV, we believe in offering unique and relevant entertainment to our viewers. The upGrad original ‘Khud Ke Liye’ hence is the perfect fit. We are excited to bring this thought-provoking anthology for our diversified audience.”
“While the world competes to break formats, score big on innovations, and run behind short video-led engagements, we wanted to do something a little less conventional,” remarked Flux associate VP – content strategy and business Varun Anchan. “Leveraging the roots of branded content, we tried to bring back long-format storytelling through this content series. With upGrad, we saw mutual respect for long-form and thus entered OTT with #KhudKeLiye.”
Directed by filmmakers Rahul Nangia, Smrutika Panigrahi, and Pranjal Vaid, the three independent films “Pehchaan,” “Saahas,” and “Koshish” depict the real-life journeys of upGrad alumni. The cast comprises names such as Priya Bapat, Sharib Hashmi, Tanmay Dhanania, Alam Khan, Jihaan Hodar, Maya Sarao, Joy Sengupta, and Shiwangi Peswani.
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.
