MAM
Wunderman Thompson South Asia’s 21 Times Health
Wunderman Thompson South Asia’s report titled ‘21 Times Health’, is an incisive look at the effects of the coronavirus disease pandemic and the resulting lockdown on the health, pharma and wellness categories.
As the world slowly inches back to normal, many categories will find themselves being redefined. Studies show that 21 days is the minimum time required to change a habit. With the extended lockdown, the Indian consumer has got more time than that! And with a strong emotional and economic motive to boot! For many categories, the day the lockdown lifts will be ‘Day 1’ in many ways. 21 Times Health is a look at some trends that can help us get ready for that day.
The team at Wunderman Thompson South Asia conducted a lockdown study among Indian households in 32 cities in 15 states* to capture their changing mindsets and behaviours around health, pharma and wellness, besides speaking with various brand and field experts to corroborate the findings. Inputs that found their way into this project also included, various COVID-19 reports compiled by different Wunderman Thompson offices around the world, reports by research agencies like Kantar, experts opinions, articles from various publications, studies on global financial crisis in 2008 and so on.
Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia, said, “There is no doubt that the COVID-19 pandemic is unlike anything we’ve seen before. And unlike some of the crises we have witnessed in the past few decades, this will have a much deeper impact on not just the economy but also on society. There is an urgent need, therefore, to rethink, relook at emerging data, and reload for the future. This health & wellness category report is our attempt to do just that. We hope it helps our partners to navigate through this crisis and come out stronger as they emerge into the post-COVID world.”
Commenting on the report, Ajeeta Bharadwaj, National Planning Director, Wunderman Thompson India, said, “The COVID-19 pandemic is making structural changes in mindsets and marketplaces, alike. It is changing the hierarchy of benefits and crash-coursing the education of certain categories, it is forcing a rethink on the way things are made, stacked & served and digitizing behaviors at a scale that would have been hard to imagine. 21 Times Health is an attempt to identify these shifts and the opportunities emerging from them, so that brands can reconfigure their relevance and emerge stronger.”
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.
