MAM
Wunderman Thompson South Asia wins creative mandate for Asia India
MUMBAI: Following a hotly contested multi-agency pitch in 2019, Wunderman Thompson South Asia has won the creative mandate for AirAsia. The agency will be supporting brand strategy and shaping the communications narrative in India for the world’s best low-cost airline, taking care of above the line (ATL) and digital creative mandates.
AirAsia India chief marketing officer Siddhartha Butalia says, “It’s a pleasure to have Wunderman Thompson on board at this pivotal juncture. As a distinctive brand with a differentiated proposition in a category fraught with commoditization, AirAsia is well poised to make the most of the phenomenal potential in the sector. Wunderman Thompson approached the opportunity with strong strategic insights and compelling creative ideas that bring the emotion and inspiration back to travel. We’re looking forward to partnering with them to drive consideration and relevance across the customer journey, take off to even greater heights and explore new territories.”
Wunderman Thompson, Bengaluru senior vice president and managing partner Kundan Joshee says, “AirAsia has a unique value proposition and a distinct challenger brand spirit that makes it such a powerful brand. With the airline and travel industry all set for rejig, there couldn’t be a better time to leverage the strengths of the brand. Our job is to partner with AirAsia and bring alive its philosophy of service, efficiency and innovation. In today’s times it’s essential for a brand to have multiple conversations with people across touchpoints and this gives us the opportunity to do new age work and drive interesting conversations around the brand.”
Wunderman Thompson, Bengaluru national creative director Priya Shivakumar says, “The aviation industry is at the cusp of reinventing itself. Communication can play a big role in creating the first among equals advantage for a brand and we are eager to partner AirAsia in a take-off that builds on its impressive lineage. It is a huge opportunity to push the envelope on ideas in a category that is as exciting as it is challenging.”
AirAsia India is a joint venture between Tata Sons Private Limited & AirAsia Investment Limited. AirAsia India commenced operations on 12 June 2014 with Bengaluru as its primary hub. Their agenda is to drive salience across markets with customised content and clutter-breaking communication that inspires diverse audiences with their brand promise and aspirational journey ahead.
Wunderman Thompson understood AirAsia India’s strategic and brand objectives and will be working on developing the brand’s strong and sustainable positioning that will cut across geographies, demographics and mindsets and deliver differentiated content with incisive insights.
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.
