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As air pollution continues to surge across urban India, Himalaya Wellness is taking significant steps to raise awareness of pollution’s harmful effects on skin. The brand has launched a new campaign for its Pollution Detox Charcoal range, which includes a face wash, scrub, and face pack designed to detoxify and purify skin exposed to harmful pollutants.
In response to the critical rise in Air Quality Index (AQI) levels, Himalaya is collaborating with Uber and Paytm to promote the importance of daily skin detoxification in areas with the highest pollution levels. By reaching out to commuters in high-AQI zones, the initiative aims to educate consumers on how to protect their skin and incorporate pollution detox into their daily routines.
To make the message visible, the campaign targets Delhi’s most polluted areas, with over 1,000 branded Uber cabs displaying the creative message. Uber passengers in both three-wheelers and four-wheelers are exposed to the campaign, raising awareness of the need to detox skin daily. In addition, Paytm ads appear in high-AQI zones across metro, train, and bus routes, reminding commuters to take care of their skin amidst rising pollution levels. Custom push notifications are also sent to users in cities with AQI levels exceeding 200, further driving the campaign’s message.
The campaign highlights the visible effects of pollution on skin, including dullness, clogged pores, and premature aging, offering Himalaya’s Pollution Detox Charcoal Range as an effective solution. This initiative is supported by targeted digital ads on Instagram and YouTube, which further amplify awareness.
Ragini Hariharan, Marketing Director for Beauty and Personal Care at Himalaya Wellness, commented, “In cities where pollution is a constant challenge, skincare has become an essential part of daily life. Our partnership with Uber and Paytm ensures that we are directly connecting with people exposed to pollution every day, giving them the tools they need to combat its effects.”
The month-long campaign is also engaging audiences through collaborations with popular content creators, such as TVF Girliyapa, adding a relatable and engaging dimension to the message.
As AQI levels continue to rise, Himalaya Wellness is committed to helping consumers take proactive steps in protecting their skin with natural, effective solutions.
