Alite, the skincare sub-brand from Leeford Healthcare, has launched a new campaign featuring actors Anushka Sen and Taaruk Raina, taking aim at the flood of unsolicited acne advice that dominates social media and everyday conversations.
Created by Talented and produced by WPP Productions, the campaign comprises two films that explore how skincare misinformation spreads online, often disguised as expert advice. Through satire and visual storytelling, the films spotlight the confusion consumers face when navigating acne-related recommendations.
One film portrays self-appointed skincare experts as lab-coat-clad “scientists”, poking fun at how authority is often performed on social media. The second reimagines them as parrots endlessly repeating trending skincare claims and ingredients without understanding the science behind them.
Commenting on the campaign, Sidhant Gupta, Director, Leeford Healthcare Ltd., said, “Acne is one of the most searched skincare concerns in India, and that search volume comes with an overwhelming amount of noise. At Leeford, we pride ourselves on bringing better-grade ingredients that are truly scientifically proven to India at an affordable price point. This is our point of difference: while much of what consumers currently hear about in India is trending noise, we’re rooted in formulations that actually work. This campaign is our way of standing with every person who has been confused, misled, or overwhelmed by the flood of unsolicited advice that comes the moment a pimple appears. We wanted to speak plainly, and with some humour, because the truth is - the science exists. You just have to trust the right source.”
Speaking about the campaign, Anushka Sen said, “The funniest part about acne advice is that everyone suddenly becomes a dermatologist the moment they see a pimple on your face. That’s what made these films instantly relatable to me. I liked that Alite approached the category with humour, yet stayed rooted in actual science instead of trends.”
Taaruk Raina added, “Our generation consumes skincare advice at the speed of scrolling. One reel says one thing, the next says the opposite. What I liked about Alite is that the campaign acknowledges how overwhelming that noise can feel while reminding people that not every loud opinion is science.”
Ruhin Chatterjee, Strategy at Talented, said the campaign was born from the growing gap between trending skincare conversations and scientifically proven solutions. “That created the room to separate the ‘kuch bhi science’ from what’s scientifically proven in Alite. It also gave us the chance to creatively empathise with how overwhelmed our audience is by the relentless performative expertise that surrounds them,” he said.
Through the campaign, Alite seeks to position itself as a science-led alternative in an increasingly crowded skincare landscape, while using humour to address the everyday frustration of navigating acne advice online.
