La Pink, India’s beauty brand with 100% microplastic-free formulations, has launched a new festive campaign titled ‘Purity that Belongs to Our Roots’, timed around Lohri and Makar Sankranti. The campaign uses cultural symbolism and everyday rituals to communicate the brand’s positioning around purity, responsibility and mindful consumption.
The film centres on a Punjabi woman moving through the transition from a Lohri evening to a Makar Sankranti morning. This narrative arc allows the brand to anchor skincare within familiar cultural moments rather than overt product-led messaging. From a marketing lens, the approach reflects a broader shift towards contextual storytelling in beauty advertising, where relevance often outweighs spectacle.
During the Lohri sequence, the protagonist applies La Pink Body Lotion and Ideal Bright Face Serum as part of her festive preparation. The ritual of lighting the bonfire and offering popcorn and peanuts symbolises letting go of what is unnecessary. This moment is used to draw a parallel with La Pink’s product philosophy of eliminating microplastics and avoidable additives from skincare formulations.
As the film transitions into morning, Makar Sankranti becomes a metaphor for renewal and continuity. The narrative shifts to a simple morning routine featuring La Pink Ideal Bright Face Wash and Serum. The emphasis is not on transformation but consistency, reinforcing the idea that purity is a daily choice rather than a one-off decision.
The closing scene, set on a decorated terrace at sunrise, shows the woman holding a kite as her phulkari dupatta moves in the breeze. The imagery communicates balance and self-assurance, aligning with the brand’s intent to associate skincare with confidence and ease rather than aspiration-driven pressure.
From an advertising standpoint, the campaign’s strength lies in its cultural alignment. Lohri and Makar Sankranti are festivals associated with cleansing, gratitude and new cycles. By embedding its microplastic-free positioning within these rituals, La Pink frames product purity as both a traditional value and a modern responsibility.
Nitin Jain, founder, La Pink, said the festivals encourage reflection and mindful choices, and the campaign extends that thinking to skincare by promoting formulations free from microplastics. His comments position the brand’s messaging around responsibility rather than differentiation alone.
The campaign film is designed primarily for digital platforms, where festive storytelling often competes with sales-driven communication. By focusing on symbolism and routine, La Pink avoids discount-led messaging while reinforcing brand values.
For marketers, the campaign demonstrates how beauty brands can use cultural moments to build relevance without relying on celebrity endorsements or overt claims. Instead, it positions product choice as part of everyday rituals, aligning heritage with contemporary expectations of transparency and safety.
