Pond’s links with Avatar film for cinema-led skincare launch

Pond’s has announced a premium collaboration with Avatar: Fire and Ash, aligning with the film’s global theatrical release on December 19, 2025. The partnership marks a cinema-led campaign in association with PVR INOX Cinemas across India and introduces Pond’s Anti-Blue Light UV Miracle through an immersive, experience-driven format.

Timed with the latest chapter of the Avatar franchise, the collaboration brings together entertainment, technology and skincare science to reach audiences in a high-attention environment. The campaign uses cinemas as the primary platform to address growing concerns around blue light exposure and UV damage, particularly as screen usage becomes central to everyday life.

 

 

 

 

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The rollout spans multiple touchpoints, including in-cinema activations at PVR INOX properties, influencer and creator-led digital content, experiential kits inspired by cinema popcorn culture, and on-ground installations. Together, these elements are designed to build awareness around skin protection, a conversation the brand notes is often overlooked despite rising digital consumption.

At the centre of the campaign is the insight that emerging lifestyle threats require updated forms of protection. Pond’s draws a creative parallel between the evolving dangers faced by characters in the world of Pandora and the less visible but persistent impact of blue light emitted from digital screens. By linking these narratives, the brand positions Pond’s Anti-Blue Light UV Miracle as a relevant solution for contemporary, screen-first consumers.

Cinema plays a key role in delivering this message. As a space traditionally associated with visual immersion and storytelling, it allows Pond’s to contextualise skincare within popular culture. The campaign’s association with Avatar: Fire and Ash also leverages the film’s themes of light, environment and protection, creating a conceptual alignment between the two properties.

Among the on-ground innovations is the Pond’s Blue Mirror, an interactive installation that uses UV imaging to reveal sunscreen coverage on the skin. This activation is designed to make the concept of protection visible, translating product benefits into a tangible experience for cinema-goers. The installation forms part of a wider effort to simplify skincare education through experiential formats rather than conventional demonstrations.

Creator and influencer collaborations extend the campaign beyond cinemas, amplifying its reach across digital platforms. These creators are tasked with contextualising blue light exposure within everyday routines, linking entertainment consumption, screen time and skincare in a way that reflects real behaviour. Experiential kits distributed to audiences further reinforce this connection by borrowing cues from familiar cinema rituals.

For the advertising and marketing industry, the collaboration reflects a growing interest in cinema as a premium engagement channel rather than a purely media-buying opportunity. By integrating product education, entertainment IP and experiential design, Pond’s is using theatrical environments to drive both awareness and consideration.

The campaign also highlights how beauty brands are responding to shifts in media consumption by addressing protection beyond traditional outdoor UV exposure. With increasing time spent across phones, laptops and large-format screens, Pond’s is positioning blue light as a relevant skincare concern and cinema as an effective platform to initiate that discussion.