Piramal Consumer Healthcare has announced the appointment of Pankaj Tripathi as brand ambassador for its flagship brand Tetmosol, alongside the rollout of a new multimedia campaign. The move marks a strategic repositioning of Tetmosol as ‘Skin Infection ka Expert Solution’, with a renewed focus on efficacy-led communication and consumer relevance.
The campaign is built on a key consumer insight: a significant number of Indians, particularly those with active and outdoor lifestyles, face ongoing challenges related to heat, sweat and hygiene. These conditions often lead to persistent skin infections that go beyond physical discomfort, impacting confidence and daily productivity. By addressing this gap, the campaign reframes skin infections as a broader lifestyle concern rather than a purely medical issue.
It also highlights a behavioural disconnect. While consumers often rely on home remedies or regular soaps for relief, these solutions typically fall short in addressing stubborn or ‘ziddi’ skin infections. Tetmosol’s communication directly challenges these habits, positioning the brand as a credible and effective alternative rooted in proven efficacy. The campaign messaging reinforces its authority in the category, aiming to establish Tetmosol as a specialised solution rather than a general hygiene product.
Tripathi’s association is central to the campaign’s storytelling approach. Known for his relatability and grounded persona, he brings authenticity to the narrative, helping bridge the gap between product efficacy and everyday consumer experiences. His presence is intended to make the messaging more accessible, while reinforcing trust and credibility across diverse audience segments.
Sai Ponugoti, ceo, Piramal Consumer Healthcare, said, "Tetmosol has long been trusted by consumers for its efficacy in addressing skin infections. With our new campaign and positioning of ‘Skin Infection ka Expert Solution,’ we are sharpening our focus on solving persistent skin infections and cementing the brands authority as an effective solution for skin infections.
Bringing Pankaj Tripathi on board is a natural fit—his authenticity, relatability, and credibility align strongly with our brand values and help us communicate this message with greater impact. Alongside this, our expansion into adjacent categories such as prickly heat reflects our intent to strengthen Tetmosol’s role as a more comprehensive and trusted partner in skin health for Indian consumers. Beyond functional efficacy, our new campaign underscores the link between skin health, confidence, and everyday performance, enabling individuals to overcome skin health concerns effectively and focus on what matters most while advancing our mission of helping India live free from skin infections."
Tripathi added, “The most impactful stories come from everyday realities. “Skin infections are something many people deal with in their daily lives but often don’t pay enough attention to until it starts affecting their productivity and confidence. What I like about Tetmosol is its clear, solution-led approach to provide effective relief from skin infections. I’m glad to be associated with a brand that understands a real, everyday concern and helps people feel more confident in their own skin."
In parallel with the campaign, Tetmosol has expanded its portfolio with the launch of Tetmosol Prickly Heat Powder across India. This marks the brand’s entry into adjacent, summer-focused skin health and hygiene categories. The expansion is supported by an omnichannel strategy spanning offline retail, e-commerce and quick commerce platforms, along with increased presence in non-chemist channels such as supermarkets and modern trade.
This dual approach of repositioning and portfolio extension is aimed at strengthening Tetmosol’s market presence, enabling it to tap into new use cases while improving accessibility. By aligning product innovation with targeted communication, Piramal Consumer Healthcare is seeking to deepen consumer engagement and reinforce Tetmosol’s leadership in the skin infection solutions category.
