Bengaluru: Deconstruct, a science-backed skincare brand known for its effective and gentle formulations, has unveiled a new digital campaign to reshape consumer attitudes towards sunscreen. The campaign introduces Deconstruct’s Gel Sunscreen through three humorous and relatable ad films, positioning it as a must-have in every modern man’s grooming kit.
Aiming to address a common skincare concern among Indian consumers—the greasy, heavy feel of traditional sunscreens—Deconstruct’s Gel Sunscreen offers a lightweight, non-sticky, and sweat-resistant formula. The product promises a cooling, quick-absorbing finish that suits India’s hot summers and active lifestyles.
The campaign comprises three quirky films set in everyday situations like a cricket field, office restroom, and gym—portraying real-life moments where peer validation reinforces the benefits of switching to a more comfortable, effective sun protection solution.
The campaign will debut during the ongoing IPL season and will be broadcast across digital platforms such as JioHotstar and social media channels in English, Tamil, Telugu, Malayalam, and Kannada. The brand’s goal is to connect with young consumers in Tier 1 and Tier 2 cities across South and West India.
Malini Adapureddy, Founder of Deconstruct, commented, “For too long, sun protection has been overlooked, often because traditional sunscreens felt heavy, greasy, or simply inconvenient for real-world use. With Deconstruct’s Gel Sunscreen, we set out to solve this, offering a lightweight, sweat-resistant, and non-sticky solution designed for India’s heat, humidity, and active lifestyles. Our goal is to make effective and functional skincare accessible and effortless for everyone, by addressing real consumer needs with science-backed simplicity.”
Mohita Rathi, SVP – Marketing, Deconstruct, added, “This campaign is built around a simple, yet powerful idea — effective skincare doesn’t have to feel clinical or intimidating. We wanted to create a narrative that resonates authentically, especially with consumers who have traditionally overlooked sun protection. By weaving peer interactions, humour and relatable everyday settings, we aimed to make sunscreen a natural, desirable part of daily life. #TouchToBelieve captures this spirit perfectly, it’s a playful expression of a meaningful shift in skincare habits.”
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Creative Credits: Bo – The Voice Company
Agency: Fractonomy
Director: Ajith
Production House: 24FPS
