MAM
Vega announces the launch of its new vertical ‘VEGA Professional’
Mumbai: Personal care appliances and beauty care accessories brand Vega has launched a new vertical Vega Professional.
Vega Professional is a comprehensive portfolio of products curated by the leading grooming professionals for styling experts. By leveraging this launch the brand aims to redefine the future of styling and grooming for ‘creators.’
Vega Professional precision tools are ergonomically designed and technologically advanced for hair cutting, styling and makeup. The array of products is efficient and durable to help the consumers to be productive and grow their practice to its full potential.
The assortment ranges from powerful hair cutting tools to magnificent hair styling tools. From premium quality hair brushes and combs to make up brushes. Also, there is an exclusive travel friendly mighty mini range designed to use on the go.
The brand has roped in leading professionals of the industry like Rod Anker and Savio John Pereira as their style ambassadors. They have not just an illustrious list of awards under their names but are also a hot property amongst Bollywood, Hollywood, Fashion and Media celebrities.
Vega chief marketing officer Eiti Singhal remarked, “We are ecstatic to announce the sensational launch of our new vertical – Vega Professional. For 20 years, Vega has been fuelling the wings of styling and grooming lovers. And over this course we realised the need for professional products in the market that can truly empower the creators who are ambitious and love to craft their own niche of styling. Truly crafted for masters, Vega Professional is here to change the game.”
Vega Professional wishes to provide the platform to the aspiring creators and artists to showcase their talent and create their own identity. They plan to empower and educate these aspirants through robust training programs and master classes curated by the country’s top educators.
Vega Professional sales head Navdeep Jayee added, “Through these cutting-edge tools, we aim to empower creators to achieve the latest styles with a wide assortment of 200+ SKUs (stock-keeping units). We understand the value of quality service in our industry; hence we have built nationwide service centres along with on-site service facilities in selected cities in the country.”
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.
