Bangalore: Deconstruct, the science-backed skincare brand built on its “Highly Effective, Yet Gentle” philosophy, has unveiled a new music-led campaign featuring brand partner and singer-composer Anirudh Ravichander. The campaign spotlights the brand’s Gel Sunscreen, reinforcing its positioning as an everyday essential designed for Indian weather and oily skin.
Conceptualised by Mind Your Language!, the campaign draws from a strong consumer insight: while sunscreen adoption is increasing, comfort and wearability remain key barriers. Many formulations tend to feel greasy and heavy in hot and humid conditions, especially for oily skin types. Addressing this gap, Deconstruct’s Gel Sunscreen offers a lightweight, quick-absorbing gel texture with a matte finish and up to eight hours of oil control, ensuring effective sun protection without discomfort.
Bringing this insight to life, the campaign uses a quirky, pop-culture-led narrative powered by Anirudh Ravichander’s signature musical style. The film integrates a catchy Tamil track with humour and stylised storytelling to highlight the challenges of conventional sunscreens and present Deconstruct’s formulation as a superior alternative for everyday use.
Commenting on the campaign, Deepan Ramachandran, Founder & CCO, Mind Your Language!, said, “We loved the idea of taking something as everyday as oily skin and treating it like a grand discovery. The Sheikh felt like the perfect device—because in a world of excess, the answer is still simple. And with Anirudh, it naturally became fun, musical, and rooted in culture.”
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said, “Sunscreen usage today is becoming more consistent, but the experience still remains a key barrier, especially in Indian weather conditions. With this campaign, we are bringing that insight to the forefront while reinforcing our focus on formulations that are built for performance and comfort. Anirudh’s strong cultural connect and relatability make him a compelling voice for this narrative, helping us take this message to a wider, younger audience in a way that feels engaging and relevant.”
Singer-composer Anirudh Ravichander added, “What stood out to me about this campaign is how it balances a strong and simple idea with an engaging format. As Deconstruct’s brand partner, it’s exciting to be part of something that feels relevant and easy for people to connect with. The concept carries a natural relatability, and the music-led storytelling brings a distinct energy that I really enjoy. It was truly a great experience working with Deconstruct and bringing this film to life.”
The film opens with a stylised convoy sequence featuring Anirudh in a quirky avatar, transitioning to a local cricket ground where the narrative unfolds. Through humour and exaggeration, the campaign highlights the common issue of oiliness in humid conditions and challenges the effectiveness of traditional sunscreens. The turning point introduces Deconstruct Gel Sunscreen as a lightweight, non-greasy solution, seamlessly integrated into the storyline.
