Sun protection has long been the most underestimated step in skincare routines, especially in India where the intensity of UV exposure is significant year-round. Despite growing awareness about skincare, many consumers—particularly the younger demographic—still skip sunscreen, often due to concerns about stickiness, heaviness, or discomfort.

Deconstruct, a science-backed skincare brand, has launched a new digital campaign that aims to change this perception with a fresh, relatable, and humorous take on sunscreen.

The campaign introduces Deconstruct’s Gel Sunscreen as a product designed not only for effectiveness but also for comfort and convenience. Unlike traditional sunscreens that can feel greasy or leave a white cast, this formulation is positioned as lightweight, sweat-resistant, and perfectly suited for India’s hot and humid climate.

Deconstruct hopes to change consumer habits by offering a product that blends seamlessly into modern, active lifestyles.

Central to the campaign are three witty and engaging ad films set in everyday locations—a cricket field, an office washroom, and a gym. Each film highlights the unique advantages of the Gel Sunscreen, illustrating how it easily fits into daily routines while remaining effective in various conditions.

From sports to work breaks and workout sessions, the product is shown as reliable, non-disruptive, and pleasant to use.

The films use humor and relatability as core storytelling elements. They depict situations that the average Indian consumer would instantly recognize, whether it’s shielding oneself from the sun during a cricket game, dealing with oily skin before a meeting, or refreshing after a workout.

By leveraging real-world situations, the campaign aims to dismantle the perception that sun protection is an extra or optional step.

Launching in sync with the ongoing IPL season, the campaign is strategically timed to capitalize on the high viewership of one of India’s most popular sporting events.

It will be distributed across key digital platforms including JioCinema’s Hotstar and major social media channels.

The content will be made available in five languages—English, Tamil, Telugu, Malayalam, and Kannada—to ensure wide regional reach, especially in Tier 1 and Tier 2 cities across South and West India.

According to Malini Adapureddy, founder of Deconstruct, the campaign’s intent is rooted in solving real consumer problems with a product that is not only scientifically effective but also comfortable to use.

She notes that traditional sunscreens have often been poorly received because of their texture or incompatibility with Indian weather.

Deconstruct’s Gel Sunscreen was developed as an answer to those exact concerns—creating a functional, non-sticky alternative that makes sun protection feel effortless.

Adapureddy emphasizes that the brand’s larger vision is to make skincare simple, functional, and accessible.

She believes that good skincare should not come with a sense of obligation or discomfort, and that products should evolve to meet the actual needs of the consumers they serve.

In India’s high-UV environment, a comfortable sunscreen is not a luxury—it’s a necessity.

Adding to this perspective, Mohita Rathi, Senior Vice President of Marketing at Deconstruct, explains that the campaign is rooted in a core belief: skincare doesn’t need to be overwhelming or clinical.

Rathi mentions that the creative direction focused on peer-driven storytelling and humour to communicate authenticity.

For a category that has often been portrayed with technical jargon or over-serious messaging, the new approach is refreshing and easy to relate to.

The campaign’s tagline, #TouchToBelieve, captures this message perfectly.

It is both a literal and metaphorical expression of what Deconstruct is aiming to achieve.

On one hand, it encourages consumers to feel the lightness and texture of the product themselves.

On the other, it suggests a larger shift in attitude—towards trusting science-backed skincare that fits into real lives.

Behind the scenes, the campaign is a collaborative effort involving multiple creative partners.

Conceptualized by the agency Fractonomy and brought to life by the production house 24FPS, the films were directed by Ajith, with Bo – The Voice Company handling the creative voice and tone.

This team aimed to maintain a balance between education and entertainment, ensuring that the campaign stayed informative without becoming preachy.

Visually, the films embrace bright, familiar settings, upbeat dialogue, and casual interactions that mirror real life.

There’s a noticeable absence of high-gloss, studio-perfect backdrops—another deliberate move to keep things grounded and relatable.

Instead of showcasing influencers in flawless settings, the focus is on normal people in normal situations, making skincare feel less like a chore and more like a helpful daily habit.

The choice to roll out the campaign in multiple regional languages also reflects a growing recognition that the next wave of consumer engagement in India will come from deeper localization.

Tier 1 and Tier 2 cities in the southern and western regions represent a fast-growing segment of skincare consumers.

Deconstruct’s strategic localization is designed to resonate not just with urban metro dwellers, but also with emerging audiences who are more digitally connected than ever.

The IPL season provides the perfect context for this kind of visibility.

With millions tuning in across platforms, the campaign aims to generate both curiosity and trial.

It is not simply about promoting a product, but about initiating a larger conversation around the role of skincare in everyday life—especially in a country where high sun exposure is common.

Deconstruct’s approach stands out for its clarity of purpose.

Instead of overwhelming users with technical claims or complicated routines, the campaign strips skincare down to its essentials.

A sunscreen that feels good, works well, and fits seamlessly into one’s day—that is the promise.

In doing so, the brand is building on its core philosophy: science-backed simplicity.

Deconstruct has been known for its transparent formulations and minimalist branding.

With this campaign, it now moves into a more engaging and culturally relevant space, bringing its values to life in a way that feels current and personal.

As sunscreen moves from being an afterthought to a must-have in Indian skincare routines, Deconstruct is positioning itself as a brand that understands what consumers want, how they live, and what stands in the way of better skincare habits.

Through this campaign, it hopes to not only win market share but also change mindsets—one relatable scene at a time.

Author: Janvi Joshi