Wellbeing Nutrition has expanded its ‘Skincare Hotline’ intellectual property with a new digital film featuring entrepreneur and cultural personality Shalini Passi. The campaign places focus on the brand’s Korean Marine Collagen range while continuing conversations around wellness-led beauty and modern skincare rituals.
The latest film follows the attention generated by Wellbeing Nutrition’s earlier ‘Skincare Hotline’ campaign featuring Zeenat Aman. With Passi fronting the new instalment, the brand builds on the conversational and content-led format of the IP to explore changing consumer attitudes towards skincare, self-care and beauty routines.
Through a glamorous and conversational narrative, the digital film positions collagen as part of contemporary skincare discussions and highlights its role within daily wellness practices. The campaign also reflects the increasing consumer interest in skincare solutions linked to long-term wellness and nourishment rather than short-term beauty fixes.
Passi’s association with the campaign aligns with the brand’s positioning around individuality, self-expression and mindful wellness. The film presents skincare conversations through her personal approach to beauty and wellbeing while integrating the Korean Marine Collagen range into relatable lifestyle-led storytelling.
The campaign supports Wellbeing Nutrition’s broader effort to create culturally relevant content around wellness and nutrition-led beauty. By continuing the ‘Skincare Hotline’ platform, the company aims to make conversations around skincare more accessible, engaging and reflective of changing consumer behaviour.
Varun Kandhari, chief marketing officer, Wellbeing Nutrition, said, “The future of beauty lies at the intersection of wellness, science, and culture. Consumers today are looking beyond surface level skincare and embracing rituals that support long-term skin health from within. With ‘Skincare Hotline’, our objective has been to build a distinctive content-led property that makes this evolving beauty conversations feel more human, entertaining, and culturally intuitive. Shalini’s strong personal identity around wellness and self-expression made her an incredibly relevant voice for this film and for the larger conversation we are trying to build around collagen and modern skincare.”
Speaking about the collaboration, Shalini Passi said, “I’ve always believed that skincare is deeply connected to discipline, consistency and overall wellbeing. Healthy skin is not about quick fixes, but about taking care of yourself holistically and building rituals that genuinely work for you over time. That’s what I loved about this film, it brings together beauty, humour and wellness in a way that feels relatable and authentic."
The Korean Marine Collagen range features nano-hydrolyzed marine collagen peptides designed to support skin elasticity, hydration, firmness and overall skin health. The product line reflects the growing demand for nutrition-backed skincare products and wellness-focused beauty solutions.
Wellbeing Nutrition said the range is rooted in its science-backed approach towards skincare nutrition and wellness. The products are available through the brand’s website, e-commerce platforms including Amazon, Nykaa and Flipkart, as well as selected retail outlets across India.
Founded in 2019 by Avnish Chhabria, with Saurabh Kapoor joining as co-founder in 2021, Wellbeing Nutrition operates in the nutraceutical segment with products across categories including sleep, gut health, beauty, stress, immunity and vitamins.
