Lacto Calamine, a skincare brand under Piramal Consumer Healthcare, has introduced its Super Light Moisturising Gel supported by a new campaign titled ‘Light Nahi, Go Super Light' created in collaboration with Influencer.in. The campaign aims to position “lightness” as the defining attribute in oily-skin moisturisation during the winter season.
The initiative highlights long-standing concerns of oily-skin users who often avoid moisturisers due to heavy or greasy textures. The product is promoted as a response to this unmet need, offering 3x instant hydration and 5x faster absorption with a non-greasy, lightweight formulation intended to provide comfort without shine or stickiness.
The central film is built around Gurmeet, popularly known as Shera, whose association with high-intensity physicality contrasts with the idea of lightness in skincare. In the narrative, Shera rejects heaviness in his skincare routine and invites viewers to join the S.L.A.Y. (Super Light All Year) Squad, a community intended to normalise weightless hydration and reflect the attitudes of oily-skin consumers.
Watch the ad here:
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The campaign integrates multiple phases across the funnel, focusing on community participation, cross-category cultural relevance, and simplifying the discovery-to-purchase pathway. The approach includes extending the brand into diverse creator segments such as fitness, food, and comedy — each interpreting the “super light” concept through their own content formats to broaden reach and relatability.
Abhishek Kumar Srivastava, Chief Marketing Officer, Piramal Consumer Healthcare, said, “We built this campaign on a clutter-breaking insight: consumers want hydration that feels light, not layered. Shera allowed us to translate that insight with cultural clarity. His strong, no-nonsense persona creates a striking contrast when he chooses something super light, and that contrast helps the message land instantly. The Super Light Moisturiser Gel provides deep hydration with a light feel, and through Shera, we’ve grounded this benefit in a narrative that feels authentic, relatable and rooted in real behaviour.”
Arushi Gupta, Head of Influencer.in, added, “The core of this strategy was strategic breadth. We intentionally expanded the brand narrative across Food, Fitness, and Comedy to showcase the product's versatility and relevance in everyday life. By leveraging multi-platform distribution (Instagram and YouTube) alongside integrated Q-commerce links, we ensured that this creative storytelling translates directly into measurable business results.”
The campaign seeks to reposition hydration for oily skin by placing lightness at the forefront. Through the S.L.A.Y Squad and simplified pathways from discovery to purchase, Piramal aims to reinforce the importance of moisturising without weight, shine, or discomfort.
Other reels of the campaign:
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