Bangalore, Apr 14: Deconstruct, the science-backed skincare brand built on its “Highly Effective, Yet Gentle” philosophy, has unveiled its latest campaign film featuring brand partner and singer-composer Anirudh Ravichander. The music–led campaign builds on a clear consumer insight, where sunscreen is no longer just about protection, but also about comfort and wearability. Anchored in a high-recall, playful narrative, the campaign captures the brand’s Gel Sunscreen proposition, reinforcing its position as an everyday essential.
Conceptualised as a humorous, entertainment-first film, the campaign taps into a widely experienced concern amongst Indian consumers. Most sunscreens are not designed for hot and humid weather conditions, often leaving oily skin feeling greasy, heavy, and uncomfortable through the day. Brought to life through Anirudh’s signature style and a quirky, pop-culture-led narrative, the film features a catchy Tamil music track that brings this insight to life, before landing on a simple, effective solution. Designed specifically for oily skin, Deconstruct Gel Sunscreen features a lightweight, quick-absorbing gel texture that delivers a matte finish. Offering oil control for up to 8 hours, it ensures high sun protection without the sticky after-feel, making it suitable for humid Indian weather.
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.”
