MAM
WPP acquires sports marketing agency Two Circles
MUMBAI: WPP has acquired a majority stake in London based sports marketing agency Two Circles.
Following the deal, Two Circles will become part of ESP Properties, GroupM’s newly launched company serving rights holders from the worlds of sports and entertainment.
Founded in 2011, Two Circles employs 55 people and works with leading sports rights holders across 10 markets internationally, enabling them to deliver the right messages to the right customers at the right time and in doing so, deliver commercial growth across all key revenue streams.
The agency’s clients include England and Wales Cricket Board, Valencia CF, Liverpool FC, Lawn Tennis Association, Ascot Racecourse, Harlequins, Bath and Wasps Rugby.
Two Circles will continue to operate as a stand-alone business within ESP Properties and be led by CEO Matt Rogan and managing director Gareth Balch. The agency’s consolidated revenues for the year ended 31 August, 2014 were ?2.7 million, with gross assets of ?1.0 million as at the same date.
This investment continues WPP’s strategy of developing its services in fast-growing and important markets and sectors and strengthening its digital capabilities. WPP’s digital revenues were $6.9billion in 2014, representing 36 per cent of the Group’s total revenues of $19billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.
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.
