Bangalore: Deconstruct, the science-backed skincare brand known for its “Highly Effective, Yet Gentle” philosophy, has launched a new music-led campaign featuring brand partner and acclaimed composer-singer Anirudh Ravichander. The campaign creatively highlights the brand’s Gel Sunscreen, designed specifically for Indian weather and oily skin.
Built on a strong consumer insight, the campaign addresses a common concern — sunscreens often feel greasy, heavy, and uncomfortable in hot and humid conditions. Through a quirky, entertainment-first narrative, the film brings this issue to life using Anirudh’s signature style and a catchy Tamil track, making the messaging both engaging and relatable.
At the core of the campaign is Deconstruct’s Gel Sunscreen, formulated with a lightweight, quick-absorbing gel texture that delivers a matte finish. Designed for oily skin, it offers up to 8 hours of oil control while ensuring high sun protection without leaving a sticky residue, making it ideal for everyday use in humid climates.
Commenting on the campaign, Malini Adapureddy, Founder & CEO, Deconstruct, said,“Sunscreen usage is becoming more consistent today, but user experience remains a key barrier, especially in Indian weather. With this campaign, we aim to bring that insight to the forefront while reinforcing our commitment to performance-driven yet comfortable formulations. Anirudh’s strong cultural connect helps us communicate this message in a way that feels relevant and engaging for younger audiences.”
Anirudh Ravichander added,“What stood out to me is how the campaign balances a simple idea with an engaging format. The concept feels natural and relatable, and the music-led storytelling adds a unique energy. It was a great experience collaborating with Deconstruct on this film.”
With this campaign, Deconstruct continues to strengthen its positioning as a brand that blends science-backed skincare with culturally relevant storytelling.