MAM
Vh1, Lenovo in ‘Ticket to Ride’ initiative
MUMBAI: International entertainment channel Vh1 and Lenovo have tied up for the initiative Vh1’s Ticket to Ride.
This time around two fans will have music’s biggest playboy, John Mayer, at the wheel as he introduces them to his own wild slice of life while making crowds swoon in Manila on 1 October 2010.
Fans can visit Vh1 on Facebook at www.facebook.com/vh1india, join their group and answer a few simple questions to give themselves a shot at meeting Mayer.
With just a few clicks you could be booking yourself a trip to rub shoulders with one of the hottest current artists in Manila that no fan can afford to miss.
For his crazy die-hard fans, Lenovo presents Vh1’s Ticket to Ride offers an all-expenses-paid trip to the exotic destination of Manila and the chance to meet Mayer.
In the past, Vh1’s Ticket to Ride has capitalised on artists like U2, Coldplay, Eminem, Slash, Pearl Jam, Celine Dion, Bruce Springsteen and Santana.
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.
