Deconstruct launches a digital campaign to make everyday sun protection simple with its Gel Sunscreen

 

Deconstruct launches a digital campaign to make everyday sun protection simple with its Gel Sunscreen

 

-          Featuring three humorous and relatable ad films, the campaign positions Deconstruct’s Gel Sunscreen as an essential part of every modern man’s summer grooming kit

-          The campaign tackles a persistent problem, that many Indians avoid sunscreen because of its traditionally greasy, heavy feel

-          The campaign will debut during the ongoing IPL season and roll out across digital platforms such as JioHotstar and other social and digital media platforms, in five languages

 

Deconstruct, a science-backed skincare brand renowned for its highly effective and gentle products, has launched a fresh digital campaign aimed at changing young Indian consumers' attitudes toward sunscreen. Featuring three humorous and relatable ad films, it positions Deconstruct’s Gel Sunscreen as an essential part of every modern consumer’s summer skincare routine.

The narrative aims to tackle a persistent problem, that many Indians avoid sunscreen because of its traditionally greasy, heavy feel. Deconstruct’s Gel Sunscreen addresses this gap with a lightweight, sweat-resistant, quick-absorbing formula that delivers powerful sun protection without discomfort. Its ultra-cooling, non-sticky finish makes it ideal for active lifestyles, especially in the summer heat.

About the Ad Films

The new campaign features three playful films that highlight the Gel Sunscreen’s key benefits, through moments of peer interaction and surprise. Set against everyday backdrops like a cricket field, an office washroom, and a gym, the films show how easily the sunscreen fits into active, real-world routines. Anchored by humour and everyday situations, it renders peer approval into a powerful endorsement of the product’s refreshing feel and effectiveness.

Designed to meet the demands of India’s hot summers and active lifestyles, the campaign will debut during the ongoing IPL season and roll out across digital platforms such as JioHotstar and other social and digital media platforms, in five languages, English, Tamil, Telugu, Malayalam, and Kannada, to reach young consumers in Tier 1 and Tier 2 cities across South and West India.

Link to the films:

Film 1: https://youtu.be/NHvqWYmMvsc?feature=shared

Film 2: https://youtu.be/QiUXabBF5I0?feature=shared

Film 3: https://www.instagram.com/reel/DIy3sFTSDJ_/?utm_source=ig_web_button_share_sheet

Speaking about the campaign, Malini Adapureddy, Founder, Deconstruct, said, "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."

Speaking about the campaign, Mohita Rathi, SVP - Marketing, Deconstruct, said, "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."

Creative Credits: Bo - The Voice Company

Agency: Fractonomy

Director: Ajith

Production House: 24FPS

About Deconstruct:

With the motto ‘Highly Effective Yet Gentle’, Deconstruct is a brand that aims to deliver well-researched and evidence-based skincare products that are simultaneously gentle and non-irritating. The brand was founded by Malini Adapureddy, an engineer from IIT Kharagpur who, after spending years exposed to deluding marketing tactics, decided it was time to launch a skincare brand showcasing efficacious results while being gentle.