Lacto Calamine, a trusted skincare brand from Piramal Consumer Healthcare, has launched its latest Super Light Moisturising Gel with a new campaign — ‘LIGHT NAHI, GO SUPER LIGHT’ — created in partnership with Influencer.in The campaign is strategically designed to redefine oily-skin hydration by establishing “Lightness” as the category’s new code.
For years, oily-skin consumers have struggled with moisturisers that feel heavy, greasy, and uncomfortable — leading many to skip moisturising altogether. This campaign directly addresses that unmet need by championing a moisturiser designed specifically for oily skin.
The campaign is rooted in the product’s core benefit: tackling the consumer’s fear of heavy, sticky moisturisers.Oily-skin users in particular look for hydration that is effective yet weightless, something traditional moisturisers fail to deliver. The Lacto Calamine Super Light Moisturising Gel delivers 3x instant hydration and 5x faster absorption with its non-greasy, non-sticky, super-lightweight texture—giving oily-skin users a refreshing, comfortable feel all day.
Influencer.in built a contrast led idea that comes alive through Gurmeet, Aka Shera, a figure associated with ‘heavy duty’ roles both on screen and in life. In the film, Shera playfully flips this expectation by revealing that the one thing he refuses to make heavy is his skincare routine. This mirrors the mindset of oily-skin consumers who want moisturisation without the burden of heaviness. He then invites everyone to join him in the S.L.A.Y. Squad, a crew that celebrates staying Super Light All Year. His callout becomes the spark for a growing community, turning a simple product truth into a movement that people can participate in, share, and proudly claim as their own.
The campaign is a full funnel activation designed to deliver three outcomes at once — spark community participation, expand cross-category relevance and streamline the discovery to purchase journey. At the heart of this activation is a clear focus on solving the everyday frustration of oily-skin users — finding a moisturiser that hydrates deeply without adding shine, grease, or weight.
To widen the brand’s cultural footprint, the campaign taps into diverse creator cohorts.
- Wellness and fitness creators dramatise the non-weighing-down feel.
- Food creators draw smart parallels between zero oil recipes and chip-chip free hydration.
- Comedy and entertainment creators make the concept culturally sticky and widely shareable.
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 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 Lacto Calamine Super Light Gel Moisturiser campaign aims to shift the category narrative for oily-skin care by placing lightness at the centre of the experience. Through the S L A Y Squad and an effortless journey from discovery to instant purchase, Piramal raises the bar for hydration that brings comfort without weight or chip-chip discomfort.
