Mamaearth has unveiled a new digital campaign for its 100% Natural Lip Balm, featuring veteran Bollywood actor Gulshan Grover. Known for his iconic on-screen “Badman” persona, Grover appears in a humorous 70-second film that reimagines the feared villain dealing with a surprisingly relatable issue dry, chapped lips.
Set on a bustling movie set, the film opens with Grover in full villain mode adjusting his eyepatch and perfecting his signature menacing expression. The dramatic tension is interrupted when a young crew member points out that his constant lip-licking is making everyone uncomfortable. Breaking character momentarily, Grover reveals the real issue: painfully dry lips.
The solution arrives in the form of Mamaearth’s 100% Natural Lip Balm, enriched with Shea Butter and Vitamin E. Positioned as toxin-free and offering up to 12-hour moisturization, the product becomes the turning point in the narrative. After applying the balm, Grover transforms from “Badman” to “Goodman,” reinforcing the brand’s message that gentle, natural care works for everyone even cinema’s most notorious villain.
The film is being rolled out across digital and social platforms, aiming to spark everyday conversations around lip care while leveraging nostalgia and pop culture recall.
Link to the campaign:
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Speaking on the campaign, Snigdha Anand, SVP & Brand Head – Marketing, Mamaearth, said: “Lip balm isn’t where you expect to see Gulshan Grover, and that was exactly the point. By bringing together an iconic on-screen ‘Badman’ and an everyday product like lip balm, we created a narrative that feels unexpected yet instantly relatable. The film uses humour and nostalgia to draw attention, while clearly demonstrating that Mamaearth’s 100% Natural Lip Balm delivers effective, gentle care. It’s our way of showing that good care doesn’t need to be complicated, and it truly works for everyone. ”
Kimaya, the creative agency behind the campaign, added, “The idea was to take a cultural icon like Gulshan Grover’s ‘Badman’ and place him in a real, relatable situation. The contrast between his intense on-screen persona and a simple concern like chapped lips created the perfect setup for humor. The ‘Badman to Goodman’ shift helped us show the benefit in a way that felt natural, entertaining, and true to the brand, while ensuring Mamaearth’s core message of natural, effective care remained at t
