Lacto Calamine, from Piramal Consumer Healthcare, has rolled out its latest campaign #SummerProofed in collaboration with Influencer.in. Built on a simple but powerful insight: for oily-skin consumers, sunscreen isn’t just about protection, it’s about how it feels through the day.
In peak Indian summers that gap becomes even more prominent. Sunscreens often end up feeling heavy, greasy, or sticky. Pushing many consumers to either avoid reapplication or skip usage altogether. #SummerProofed directly addresses this concern by repositioning sunscreen not as a skincare step, but as an experience that needs to hold up in real life.
Influencer.in built a campaign that anchored in live, high-exposure validation instead of relying on traditional product claims. At its core is an outdoor kayaking experience under harsh sunlight, where creators put the product through harsh conditions, bringing to life how it performs when it actually matters.
Creators demonstrated key product benefits through blotting paper tests for oil control, on-camera application to highlight no white cast, and chip-chip test showcasing a lightweight, non-sticky matte finish. Water resistance and UV sticker tests further reinforced the product’s effectiveness.
The campaign follows a full-funnel strategy across Hero and Hub phases. The Hero phase drives awareness through high-impact content and a master brand film and the Hub phase scales the narrative with multiple creators showcasing everyday summer usage, all while testing the sunscreen throughout different activities.
To expand relevance beyond skincare, the campaign taps into multiple creator lens:
• Adventure creators stress-test the product in outdoor, high-intensity environments
• Lifestyle and beauty creators make it a seamless part of daily routines
• Fitness creators reinforce its comfort through active, on-the-move scenarios
Abhishek Kumar Srivastava, Chief Marketing Officer, Piramal Consumer Healthcare, said, “Consumers today don’t just want sun protection, they want products that keep up with their daily environments without adding discomfort. With #SummerProofed, we wanted to move beyond claims and show how our sunscreen actually performs in real conditions. This campaign is built on a simple belief: when consumers can see the product in action, trust follows naturally.”
Arushi Gupta, Head of Influencer.in, added, “Our approach was to make performance visible. Instead of telling consumers what the product does, we built a format where they could see it in action under real summer conditions. By combining high-exposure environments with creator-led storytelling, we turned product validation into something engaging, scalable, and easy to trust.”
#SummerProofed shifts sunscreen communication from claims to proof, showing how it actually performs in real conditions, and making it easier for oily-skin consumers to trust and choose.
Watch how creators put the sunscreen to the test across real summer conditions:
Hero:
Hub: