India, April 28th, 2026, Hyphen, the fast-growing operator-led, celebrity-anchored skincare brand known for its blend of science, transparency, and consumer insight, has unveiled its latest campaign film featuring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful new role as the brand’s very own “SPF Police.”
The campaign unfolded through a series of unexpected and engaging moments across social media, beginning with a quirky announcement that suggested Kriti had “stepped down” from her role as Hyphen’s Chief Customer Officer. The announcement, which was part of a playful move by the brand, sparked curiosity and conversation among audiences and fans, before Hyphen revealed the twist: Kriti hadn’t stepped down at all. Instead, Kriti has taken on a new role in addition to her existing responsibilities as Co-Founder and Chief Customer Officer, Hyphen’s very own ‘SPF Police’, a quirky persona dedicated to reminding people to never skip sunscreen.
The campaign first gained momentum through a teaser announcement on social media that quickly sparked widespread curiosity and lighthearted conversation online. As part of the reveal, Hyphen released a campaign film that brought the SPF Police character to life through a humorous everyday scenario.
The film shows Kriti stepping into her authoritative yet witty SPF Police role, catching a gym-goer attempting to step outdoors without sunscreen. Just in time, Kriti intervenes and hands her Hyphen’s All I Need Sunscreen, which arrives instantly via Blinkit, reinforcing the campaign’s message that there is no excuse to skip sunscreen before stepping out.
Through this multi-stage rollout, from the unexpected twist to the campaign film reveal, the brand not only sparked conversations around Kriti’s new role but also encouraged audiences to talk about one of the most commonly overlooked steps in skincare: making sunscreen a daily essential.
Speaking about the campaign, Kriti Sanon, Co-Founder and Chief Customer Officer at Hyphen, 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.
This campaign also highlights the brand’s partnership with Blinkit, enabling consumers to access Hyphen’s All I Need Sunscreen instantly through quick commerce, reinforcing the idea that there’s no excuse to skip SPF.
Speaking about Kriti’s continued role in the brand, Vaishali Gupta, Co-Founder and Chief Growth Officer at Hyphen, added:
“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.”
This campaign film is now live across Hyphen and Blinkit’s social media platforms, with further digital activations expected to follow.
Link to the campaign film: https://www.instagram.com/reel/DXjDwEDkhDP/
About Hyphen: Hyphen is a direct-to-consumer skincare brand co-founded by PEP Technologies, the parent company of mCaffeine, and actor-entrepreneur Kriti Sanon. Built on the idea of simplifying skincare, the brand focuses on creating multi-benefit, science-backed formulations that combine the efficacy of active ingredients with the goodness of natural elements. With an emphasis on accessibility and ease, Hyphen aims to make effective skincare routines more achievable for a wider set of consumers. The brand currently serves customers across 18,000+ pin codes in India through its digital-first approach.
