Deconstruct has unveiled a new campaign film featuring brand partner Anirudh Ravichander, using a music-led narrative to highlight its Gel Sunscreen designed for Indian weather and oily skin. The campaign builds on the insight that sunscreen usage is rising, but product experience remains a barrier, particularly in hot and humid conditions.
Centred on an entertainment-first approach, the campaign uses humour and a pop-culture-led storyline to communicate the brand’s product proposition. It positions Deconstruct Gel Sunscreen as a lightweight, non-greasy alternative to conventional formulations that often feel heavy and uncomfortable. The narrative leverages Ravichander’s signature style, incorporating a catchy Tamil track to drive recall and engagement among younger audiences.
The film opens with a stylised convoy sequence, establishing a dramatic tone as Ravichander appears in a quirky sheikh avatar. The setting then shifts to a local cricket ground, where a group of boys are playing. Ravichander arrives in search of “oil,” prompting his entourage to gesture towards the sun, saying “veyil.” In a humorous twist, he redirects attention to the boys’ oily faces, setting up the core insight. This moment transitions into a lively song and dance sequence, where the exaggerated narrative highlights the discomfort associated with excess oil and unsuitable sunscreen formulations in humid weather.
The campaign narrative challenges the assumption that all sunscreens deliver the same experience. While the boys initially defend their existing product, the storyline introduces Deconstruct Gel Sunscreen as a more suitable solution. Its lightweight, quick-absorbing gel texture and matte finish are integrated into the storytelling, alongside its promise of oil control for up to 8 hours. The film concludes by reinforcing the product’s positioning as an everyday essential that offers high sun protection without a sticky after-feel.
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.”
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.”
The campaign reinforces Deconstruct’s ‘Highly Effective, Yet Gentle’ positioning, using music and humour to connect product performance with everyday usability in Indian conditions. By combining cultural cues with functional messaging, the brand aims to drive both recall and relevance in the competitive skincare category.
