Science-led skincare brand Deconstruct has unveiled a new digital campaign to promote its Gel Sunscreen, aimed at reshaping Indian consumers’ perceptions of everyday sun protection.
The campaign features three humorous and relatable ad films that position the Gel Sunscreen as a must-have for every modern man’s summer grooming kit. Designed to challenge long-standing stereotypes about sunscreen, the campaign focuses on overcoming a common complaint: the greasy, heavy texture of traditional sunblocks.
Targeted especially at young consumers, the campaign will debut during the ongoing Indian Premier League (IPL) season and will be distributed across popular digital platforms such as JioHotstar, along with other social and digital media channels. It will be available in five Indian languages to reach a wider audience.
Deconstruct’s Gel Sunscreen offers a solution to a common skincare dilemma. With its lightweight, sweat-resistant, and quick-absorbing formulation, it delivers effective sun protection without discomfort. Its cooling, non-sticky finish makes it particularly suitable for India’s sweltering summer conditions and active routines.
Speaking about the initiative, a brand spokesperson stated, “The narrative aims to tackle a persistent problem, that many Indians avoid sunscreen because of its traditionally greasy, heavy feel.”
The campaign highlights the product’s appeal for a modern, mobile lifestyle and seeks to normalise sunscreen use among men—a group often overlooked in skincare advertising.
