Bengaluru: Deconstruct Skincare, India’s science-backed skincare brand, has launched a new campaign blending science with humor to make skincare education engaging and relatable. The campaign features actor Omi Vaidya—widely known for his iconic ‘Chatur’ role in 3 Idiots—alongside Founder & CEO Malini Adapureddy in two witty, proof-led films that simplify skincare through fun experiments.
The campaign reinforces Deconstruct’s philosophy of being “Highly Effective, Yet Gentle,” showing that science-backed skincare can be both smart and entertaining. The two films use humor, simple experiments, and relatable storytelling to convey that effective skincare doesn’t have to be complicated.
In both films, Omi channels a curious yet overconfident persona reminiscent of his Chatur fame, overthinking skincare routines until Malini steps in with calm, science-backed clarity. The campaign balances playful banter with real-time experiments, visually demonstrating product efficacy while keeping the tone fun, friendly, and educational.
Film 1: Vitamin C Serum – “Gentle Power”
The film opens with Omi joking that the setup resembles a school science project. Malini explains that egg-white protein reacts similarly to skin proteins, making it a reliable way to test Vitamin C serums. The demonstration highlights how many serums clump and become harsh, contrasting with Deconstruct’s Vitamin C serum, which remains stable and gentle. Omi, convinced by the experiment, expresses his admiration for the formulation.
Film 2: Clearing Serum – “4 Problems → 1 Solution”
Omi playfully questions how a single serum can tackle acne marks, tanning, dark spots, and pigmentation. Malini explains the science: 5% Niacinamide reduces tanning and acne marks, while 2% Alpha Arbutin fades dark spots and pigmentation, and the serum remains gentle with Sodium PCA and Glycerine. The film concludes with Omi calling it “unfairly effective.”
Malini Adapureddy, Founder & CEO, Deconstruct, said, “We wanted to make science more accessible, this time through humor. Omi was the perfect bridge between entertainment and education. Skincare does not have to be complicated; it can be smart, evidence-based, and fun. Through these films, we wanted to show that learning about ingredients and efficacy can be just as engaging as watching a comedy sketch. When people smile while understanding the science behind skincare, that is a real impact.”
Omi Vaidya, aka “Chatur”, added, “Bringing humor into a world like skincare was refreshing. Deconstruct has managed to turn chemistry into comedy without losing credibility. It is a rare mix of wit, proof, and purpose. I loved how the brand made skincare education enjoyable and easy to relate to. The result feels authentic, memorable, and meaningful for anyone curious about what really works for their skin.”
The two ad films are set to go live across all Deconstruct social media platforms, including YouTube, Instagram, and Facebook, supported by digital and influencer-led amplification. With its signature balance of proof and playfulness, the campaign strengthens Deconstruct’s position as India’s most relatable science-first skincare brand.
