Fixderma, a dermatologist-prescribed skincare brand, has launched a new television commercial (TVC) aimed at Gen Z audiences, reinforcing the message that sunscreen is a daily necessity, regardless of whether one is indoors or outdoors.
The jingle-led film features four relatable Gen Z characters, three young women and one young man, capturing everyday routines and moments. Using a catchy, music-driven narrative, the campaign positions sunscreen not as an occasional add-on but as a core step in daily skincare.
The campaign is anchored in a key behavioural insight: while awareness of sun protection is on the rise, usage among younger consumers remains inconsistent and largely situational. Fixderma seeks to address this gap by normalising SPF as a non-negotiable habit across all settings, from home to work and while on the move.
The TVC will be supported by a 360-degree media rollout spanning television, OTT platforms and YouTube. As part of its broader youth engagement strategy, the brand has also partnered with Battleground S2 on Amazon MX Player as the official sunscreen partner, integrating itself into a high-impact, youth-centric content ecosystem.
Speaking on the campaign, Shaily Mehrotra, CEO & Co-Founder, Fixderma, said: "With this TVC, we’ve taken a fresh and engaging approach to reinforce an important skincare habit. Gen Z consumes content very differently today, and our strategy reflects that shift, meeting them on platforms they love, in formats they enjoy, while delivering a message that is both memorable and meaningful.”
Anurag Mehrotra, Chairman at Fixderma, added: "The intent was to make the communication feel real and unforced. Instead of telling consumers what to do, we wanted to show them how SPF already fits into their lives. The storytelling is simple, but the behaviour it promotes is critical."
This latest initiative builds on Fixderma’s continued efforts to engage younger audiences through culturally relevant platforms. Following associations with properties such as Splitsvilla and the IPL, the brand has further evolved its communication strategy to strengthen its resonance with Gen Z consumers.
