Omi Vaidya joins Malini Adapureddy for Deconstruct’s humour-driven skincare campaign

Deconstruct Skincare has released a new campaign that blends satire with science-led demonstrations to simplify skincare education. The two-film series features actor Omi Vaidya, widely recognised for his ‘Chatur’ character, alongside Deconstruct founder and ceo, Malini Adapureddy. The films use humour, practical experiments and conversational exchanges to illustrate how effective skincare can remain both evidence-based and easy to understand.

In both films, Vaidya adopts an overconfident and inquisitive persona similar to his well-known screen character, often complicating skincare routines until Adapureddy steps in with clear, science-backed explanations. The result is a sequence of myth-busting scenes designed to turn confusion into accessible learning moments.

The first film, titled ‘Gentle Power’, opens with Vaidya joking about the experiment setup, comparing it to a school science project. Adapureddy explains that egg-white protein behaves similarly to skin proteins, making it a suitable medium to test Vitamin C serums. When several serums are placed on the egg white, visible clumping appears, highlighting instability and harshness. Vaidya reacts with comic disbelief. Adapureddy then contrasts this with Deconstruct’s Vitamin C serum with ferulic acid, which remains stable without clumping. She notes that the formula’s stability and compatibility come from ferulic acid, enabling efficacy without irritation.

The second film, titled ‘4 Problems → 1 Solution’, features Vaidya questioning whether a single serum can address acne marks, tanning, dark spots and pigmentation. Adapureddy explains that 5% Niacinamide targets tanning and acne marks, while 2% Alpha Arbutin addresses dark spots and pigmentation. She adds that Sodium PCA and Glycerine maintain gentleness by supporting hydration. The film closes with Vaidya calling the serum ‘unfairly effective’.

Adapureddy said the aim was to make science accessible through humour, while Vaidya noted that combining comedy with chemistry created an engaging learning experience. The campaign will run across YouTube, Instagram and Facebook, supported by digital and influencer-led amplification.