Lacto Calamine, the long-trusted skincare brand from Piramal Consumer Healthcare, has introduced its new Super Light Moisturising Gel, supported by a national campaign titled ‘LIGHT NAHI, GO SUPER LIGHT’. Developed in collaboration with Influencer.in, the initiative repositions oily-skin hydration by establishing “lightness” as the new code for the category.
Oily-skin consumers have traditionally struggled with moisturisers that feel greasy, heavy, or sticky – often choosing to skip hydration altogether. The new campaign addresses this enduring problem by highlighting a formulation created specifically for oily and combination skin.
The Super Light Moisturising Gel promises 3x instant hydration and 5x faster absorption, thanks to its non-greasy, non-sticky gel texture. Designed for comfort without weight, it encourages users to moisturise freely, without the familiar heaviness.
The creative idea is built on contrast and is fronted by actor Gurmeet Choudhary, aka Shera, whose intense, “heavy-duty” persona underscores the product’s light touch. In the film, Shera humorously admits that while everything about him is tough and high-intensity, his skincare routine is one thing he insists on keeping light. He then invites consumers to join the S.L.A.Y. Squad – Super Light All Year – transforming the message into a cultural cue and community moment.
The integrated rollout combines creator storytelling, community engagement, and commerce. Wellness and fitness creators spotlight the weightless feel; food creators draw parallels with zero-oil recipes; comedy and entertainment influencers add memorability and shareability.
According to Abhishek Kumar Srivastava, Chief Marketing Officer, Piramal Consumer Healthcare, the campaign stems from a simple insight: hydration should feel light, not layered. Arushi Gupta, Head of Influencer.in, added that expanding the narrative across diverse creator categories ensured everyday relevance and measurable impact.
With the launch and the S.L.A.Y. Squad activation, Lacto Calamine aims to shift oily-skin hydration from mere tolerance to effortless comfort.
