Piramal Pharma Limited’s India Consumer Healthcare division has introduced a new digital campaign for its skincare brand, Lacto Calamine, featuring a rap video with artist Agsy. The video aims to highlight the brand’s oil-control positioning.
Lacto Calamine is adjusting its skincare portfolio to appeal to younger consumers who prioritise authenticity, efficacy, and brand alignment with personal identity. The campaign combines the brand’s skincare messaging with a rap format in an attempt to engage with Gen Z and millennial audiences.
The rap includes the line, “You call it Lacto, I call it mine,” and promotes Lacto Calamine Facewash by Piramal Pharma as a solution for oily skin. The video is presented with lyrics and visuals intended to appeal to digital-first viewers.
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The campaign draws on Lacto Calamine’s background as a skincare brand offering a range of products including lotions, sunscreens, wipes, and face washes, targeting users looking to maintain oil-free skin.
Released on Instagram and other online platforms, the video is part of the brand’s wider strategy to connect with younger demographics, while continuing to emphasise its core focus on efficacy and trust.
Lacto Calamine® is a well-established skincare brand in India, known for its products aimed at oily skin and related concerns such as acne, patchy skin, blackheads, and dark spots.
