Forget the soft-focus, slow-motion beauty ads you’re used to – Chicnutrix Glow has flipped the script with its latest campaign, ‘Glow Mode On.’ The brand’s effervescent skin-brightening tablets, featuring 100% Japanese glutathione, are now being promoted through a striking anime-inspired film that blends skincare with high-energy action.
Conceptualised by Talented and animated by Paper Boat Studios, the campaign transforms actress Sreeleela into an anime warrior, taking on dark spots and pigmentation in a visually explosive sequence. The approach leverages anime’s signature traits – dramatic fight choreography, bold art style, and iconic sound effects – to connect with a younger, pop-culture-savvy audience.
Rohan Manglani, Head of Marketing at Fast&Up & Chicnutrix, explained, “As a new-age brand, Chicnutrix stands for boldness and confidence. Anime wasn’t just a way to stand out – it perfectly echoed our Japanese roots through 100% Japanese glutathione.”
Talented creatives Aarushi Raghwa and Malvika Thirani added, “We wanted to make a beauty film that looked nothing like a beauty film. Anime gave us an unpredictable, high-energy language for skincare storytelling.”
Directed by Misha Ghose and produced by Karan Boolani of AKFC Network, the ad will stream across Meta, YouTube, and OTT platforms. Ghose said, “This was my first beauty film with choreographed battle moves – and Sreeleela brought electric energy to every scene.”
With ‘Glow Mode On,’ Chicnutrix merges Japanese science, anime aesthetics, and beauty innovation – proving skincare can be as powerful as it is pretty.
