Mumbai: Piramal Pharma Limited’s India Consumer Healthcare has unveiled a bold new digital campaign for its flagship skincare brand, Lacto Calamine, with a high-energy rap video featuring rapper Agsy, bringing the brand’s oil-control promise to life.
Lacto Calamine is reinventing its skincare portfolio to resonate with a new generation of consumers seeking authenticity, efficacy, and identity in their brand choices. By blending trusted skincare science with contemporary storytelling formats like rap, the brand is creating a powerful emotional bridge with Gen Z and millennials.
The rap—catchy, confident, and unapologetically youthful—features the hook “You call it Lacto, I call it mine”, positioning Lacto Calamine Facewash as an expert solution for oily skin. With sharp lyrics and dynamic visuals, the campaign delivers its message in a format that connects strongly with today’s digital-first audience.
The initiative builds on Lacto Calamine’s trusted heritage in skincare, with a product portfolio that includes lotions, sunscreens, wipes, face washes, and more—designed to keep skin fresh, matte, and worry-free.
Launched across Instagram and other digital platforms, the rap anthem marks a key step in Lacto Calamine’s strategy to deepen its engagement with Gen Z and millennial audiences while staying true to its core promise of efficacy and trust.
For decades, Lacto Calamine® has been recognized as an expert skincare brand for oily skin, trusted by consumers to address concerns ranging from oily skin and acne to patchy skin, blackheads, and dark spots.
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