Kriti Sanon has taken on a new avatar for her skincare brand Hyphen, stepping into the role of the brand’s playful ‘SPF Police’ in its latest digital campaign. The actress, who is also Co-Founder and Chief Customer Officer of the fast-growing skincare label, surprised fans after a social media teaser suggested she had stepped down from her position.
The announcement quickly sparked curiosity online before the brand revealed the twist. Kriti had not exited the company but had instead added another title to her existing responsibilities — Hyphen’s very own ‘SPF Police’, created to promote the importance of using sunscreen daily.
The campaign gained momentum through a series of social media posts that led to the launch of a humorous film featuring Kriti in the new role. In the video, the actress appears as an authoritative yet witty SPF Police officer who stops a gym-goer from stepping outdoors without sunscreen.
She then hands over Hyphen’s All I Need Sunscreen, which is shown arriving instantly through Blinkit, underlining the campaign’s central message that skipping sunscreen should never be an option.
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.”
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Vaishali Gupta, Co-Founder and Chief Growth Officer at Hyphen, also spoke about Kriti’s continued involvement in the company. She shared, “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 film is currently live across Hyphen and Blinkit’s social media platforms, with additional digital activations expected in the coming days. With the new campaign, Kriti once again combines her celebrity presence with entrepreneurial responsibilities, while bringing a light-hearted twist to skincare awareness.
Also Read: Kriti Sanon no longer CCO of Hyphen, skincare brand confirms decision
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