Mumbai: Lacto Calamine, a trusted skincare brand under Piramal Consumer Healthcare, has unveiled its latest innovation — the Super Light Moisturising Gel — alongside a new national campaign titled ‘LIGHT NAHI, GO SUPER LIGHT’. Created in partnership with Influencer.in, the campaign aims to redefine oily-skin hydration and introduce “lightness” as the new category code.
For years, consumers with oily skin have struggled with moisturisers that leave a heavy, greasy, or sticky finish, leading many to avoid moisturising altogether. This campaign addresses that long-standing gap by positioning a formulation made specifically for oily and combination skin types.
The Super Light Moisturising Gel offers 3x instant hydration and 5x faster absorption with its non-greasy, non-sticky gel texture. Developed to deliver comfort without heaviness, the product encourages oily-skin users to hydrate without hesitation.
The creative idea, driven by contrast, comes to life through actor Gurmeet Choudhary, Aka Shera, known for his tough, ‘heavy-duty’ personality on and off screen. In the film, Shera playfully reveals that while his lifestyle may be intense, one thing he refuses to make heavy is his skincare routine. He then invites consumers to join the S.L.A.Y. Squad — Super Light All Year, turning the insight into a cultural conversation and community movement.
The campaign rollout integrates creator-led storytelling, community-building, and commerce enablement. It features a diverse content mix:
- Wellness & fitness creators highlight the weightless feel.
- Food creators compare the product benefit to zero-oil recipes.
- Comedy & entertainment influencers amplify cultural memorability and shareability.
Speaking about the campaign, Abhishek Kumar Srivastava, Chief Marketing Officer, Piramal Consumer Healthcare, said, “We built this campaign on a clutter-breaking insight: consumers want hydration that feels light, not layered. Shera allowed us to translate that insight with cultural clarity. His strong, no-nonsense persona creates a striking contrast when he chooses something super light, and that contrast helps the message land instantly. The Super Light Moisturiser Gel provides deep hydration with light feel, and through Shera, we’ve grounded this benefit in a narrative that feels authentic, relatable and rooted in real behaviour.”
Adding to this, Arushi Gupta, Head of Influencer.in, stated, “The core of this strategy was strategic breadth. We intentionally expanded the brand narrative across Food, Fitness, and Comedy to showcase the product’s versatility and relevance in everyday life. By leveraging multi-platform distribution (Instagram and YouTube) alongside integrated Q-commerce links, we ensured that this creative storytelling translates directly into measurable business results.”
With the launch of the Super Light Moisturising Gel and the activation of the S.L.A.Y. Squad, Lacto Calamine aims to shift the oily-skin moisturiser narrative from tolerance to comfort — making hydration feel light, effortless, and culturally relevant.
