Mamaearth has launched a new digital campaign for its 100% Natural Lip Balm, starring actor Gulshan Grover in a playful twist on his iconic ‘Badman’ persona.
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The 70-second film is set on a movie shoot, with Grover stepping into his familiar on-screen character before an unexpected interruption draws attention to his dry, chapped lips. What follows is a humorous shift from ‘Badman’ to ‘Goodman’, as he turns to Mamaearth’s lip balm for quick relief. The narrative leans on nostalgia and contrast, placing a tough cinematic figure in an everyday self-care situation.
The product is positioned as a natural lip care solution enriched with shea butter and vitamin E, designed to provide gentle and effective moisturisation.
Snigdha Anand, SVP and Brand Head – Marketing, Mamaearth, said the casting was intentional. She noted that lip balm is not typically associated with a personality like Grover’s, and that contrast helped create an unexpected yet relatable storyline. The campaign uses humour to capture attention while reinforcing the brand’s promise of simple, natural care that works for everyone.
Creative agency Kimaya, which conceptualised the campaign, said the idea was to place a cultural icon in a real-world moment. The shift from ‘Badman’ to ‘Goodman’ was crafted to deliver the product benefit in an entertaining yet brand-consistent manner.
The campaign is being rolled out across digital and social media platforms.
