MAM
Zee to promote ‘Kam Ya Zyaada’ with Manoj Bajpai festival
MUMBAI: The network has always been Zee TV’s strength when it begins on-air promotions. Even the regional channels are not ‘spared’ when it comes to promoting big ticket shows on-air. Now, for the first time, Zee TV has initiated a special programme in one of the network channels to promote the upcoming gameshow Kam Ya Zyaada.
When you have a gameshow anchored by a Bollywood star (Manoj Bajpai), no prizes for guessing the fact that Zee Cinema is the channel in question. Zee Cinema joins hands with the flagship channel to promote Kam Ya Zyaada with a Manoj Bajpai movie festival.
The festival kicks off on Monday, 5 December, with the JP Dutta-directed film LOC Kargil. This will be followed by Pinjar on 12 December, Jaago on 19 December and the underworld saga Satya on 26 December.
The movies will be telecast in the afternoon band, at 12:30 pm. To retain the essence of the gameshow and to signify Bajpai’s gutsy Bollywood journey, the movie festival has been themed “There is no Short Cut Mere Bhai. Yeh hai Manoj Bajpai”.
As part of the strategy to create hype about Bajpai, Zee Cinema is planning an innovative break content based on the life of the star. During the breaks of each movie, the channel will be showcasing specially packaged interviews of various celebrities, of Manoj’s family members, as well as Manoj himself. The episodes would be a recap on his life, the struggle he had undergone to become the critically acclaimed successful actor that he is today. The series is divided into three segments: Bajpai’s early Bihar days, struggling phase in Delhi and then his successful days in Mumbai.
As per the latest information from the channel, Kam Ya Zyaada will launch on 12 December. The one-hour show will run Monday to Wednesday at 10 pm.
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.
