Deconstruct, a science-backed skincare brand, has launched a new digital campaign aimed at integrating sunscreen into the daily routines of young Indian consumers. The campaign features three humorous ad films promoting Deconstruct’s Gel Sunscreen as a key product in summer skincare routines.
The films showcase the sunscreen’s benefits in everyday settings like a cricket field, office washroom, and gym. They highlight how the sunscreen fits into active routines, using humor and real-world situations to emphasize its refreshing feel and effectiveness.
The campaign will debut during the ongoing IPL season and roll out across digital platforms such as JioHotstar and other social and digital media platforms, in five languages- English, Tamil, Telugu, Malayalam, and Kannada—to reach young consumers in Tier 1 and Tier 2 cities across South and West India.
Deconstruct’s Gel Sunscreen is designed to be lightweight, sweat-resistant, and non-sticky, catering to India’s heat and humidity. The brand aims to make effective and functional skincare accessible and effortless for everyone, addressing real consumer needs with science-backed simplicity.
The campaign emphasizes that effective skincare doesn’t have to feel clinical or intimidating. By weaving peer interactions, humor, and relatable everyday settings, Deconstruct aims to make sunscreen a natural, desirable part of daily life.
The creative credits go to Bo – The Voice Company, with Fractonomy as the agency, Ajith as the director, and 24FPS as the production house.
