Hyphen has unveiled a new campaign featuring co-founder and chief customer officer Kriti Sanon, who takes on a new persona as the brand’s ‘SPF Police’. The campaign uses humour and a multi-stage digital rollout to highlight the importance of daily sunscreen use while reinforcing the brand’s consumer-first positioning.
The campaign began with a teaser-led social media strategy that suggested Sanon had ‘stepped down’ from her role as chief customer officer. This announcement generated curiosity and online conversation before the brand revealed the twist: Sanon continues in her leadership role while also adopting the ‘SPF Police’ identity. The reveal demonstrates a narrative-led approach designed to engage audiences through intrigue and payoff.
The central film brings this character to life through a relatable, everyday scenario. Sanon appears as the ‘SPF Police’, intervening when a gym-goer attempts to step outside without applying sunscreen. The interaction is framed with humour, positioning the character as both authoritative and approachable. The moment concludes with Sanon handing over Hyphen’s ‘All I Need Sunscreen’, which is delivered instantly via Blinkit. This integration highlights the product’s accessibility and reinforces the message that skipping sunscreen is avoidable.
The campaign’s structure combines teaser, reveal and film-led storytelling, reflecting a social-first content strategy. By using a staged rollout, the brand sustains engagement across multiple touchpoints while maintaining narrative continuity. The use of a character-driven approach allows Hyphen to simplify a functional skincare message into an entertaining and memorable format.
Sanon said: “Hyphen has always been deeply personal for me because I’m involved not just as a Co-Founder, but as someone who genuinely cares about what our community needs from skincare every day. One habit I keep talking about is sunscreen because it’s often the easiest to forget and the most important to follow. So when the team came up with the idea of me becoming the ‘SPF Police’, I thought it was a fun way to remind people that skincare can be effective, simple and enjoyable at the same time.”
The campaign also underscores Hyphen’s partnership with Blinkit, integrating quick commerce into the narrative to demonstrate immediacy and convenience. This collaboration aligns with changing consumer behaviour, where on-demand delivery is increasingly influencing purchase decisions in personal care categories.
Vaishali Gupta, co-founder and chief growth officer at Hyphen, said, “Kriti has been deeply involved in shaping Hyphen from the very beginning, bringing a strong understanding of our customers and playing an active role across product ideation, formulation, and brand communication. She will always remain the Chief Customer Officer, staying closely connected to our consumers and what they truly need from the brand. The ‘SPF Police’ avatar is simply a fun extension of that involvement, finding creative ways to encourage better skincare habits while staying rooted in the insights we receive from our customers.”
The campaign reflects a growing trend towards blending entertainment with education in beauty and skincare communication. By leveraging humour, a strong central character and a culturally relevant insight, Hyphen aims to normalise sunscreen usage as a daily habit.
The campaign film is currently live across Hyphen and Blinkit’s social media platforms, with additional digital activations expected to extend the narrative. The initiative reinforces Hyphen’s positioning as a digital-first brand focused on accessibility, simplicity and consumer engagement.
