Deconstruct Skincare, India’s science-led skincare brand, has unveiled a new campaign that blends evidence-based education with light-hearted humour. Starring actor Omi Vaidya-beloved for his iconic ‘Chatur’ persona from 3 Idiots-alongside Founder & CEO Malini Adapureddy, the campaign uses two playful, experiment-driven films to make skincare science accessible and engaging.
Video Link 1: https://www.youtube.com/watch?v=DOl-qqwaqlg
Video Link 2: https://www.youtube.com/watch?v=cKQZKsvtPCs
Built on the brand’s core philosophy of being “Highly Effective, Yet Gentle,” the films demonstrate that smart, science-backed skincare doesn’t need to feel complicated. Through simple experiments, relatable situations, and witty banter, the campaign visually proves product efficacy while keeping the tone entertaining and easy to understand.
In both films, Omi embodies an overconfident yet curious character reminiscent of his famous on-screen role, often overthinking skincare. Malini steps in with calm, scientific explanations, simplifying concepts with live demonstrations that bring clarity to common skincare doubts.
Film 1: Vitamin C Serum – “Gentle Power”
Omi jokes that the setup resembles a school science fair, prompting Malini to demonstrate how egg-white proteins react like skin proteins. The experiment shows how many Vitamin C serums turn harsh or clumpy, while Deconstruct’s formula remains stable and gentle – earning Omi’s impressed approval.
Film 2: Clearing Serum – “4 Problems → 1 Solution”
When Omi questions how one product can target acne marks, tanning, dark spots, and pigmentation, Malini breaks down the science: 5% Niacinamide for tanning and marks, 2% Alpha Arbutin for pigmentation, and gentle hydrators like Sodium PCA and Glycerine. Omi jokingly labels the results “unfairly effective.”
Malini Adapureddy shared that the goal was to make science fun and approachable, while Omi noted the refreshing blend of chemistry, comedy, and credibility.
The campaign will roll out across Deconstruct’s digital platforms, supported by influencer and content-led amplification, reinforcing the brand’s position as India’s most relatable, science-first skincare label.
