Deconstruct Skincare, is back with another first-of-its-kind campaign that blends science with satire to make skincare education entertaining as well as informative. Using humour and hard facts, the campaign turns skincare science into a witty, proof-led conversation featuring actor Omi Vaidya, known for his Chatur persona, and Deconstruct Founder and CEO, Malini Adapureddy. The two ad films use humour, simple experiments, and relatable storytelling to show that effective skincare can be smart, simple, and genuinely funny.
In both films, Omi takes on a curious yet overconfident persona reminiscent of his Chatur fame eager to prove himself, overthinking skincare, and hilariously complicating routines until Malini steps in with calm, science-backed clarity. What follows is light-hearted, myth-busting storytelling that turns confusion into moments of laughter and learning, showing that gentleness can still be powerful.
The campaign mixes playful banter with real-time experiments that visually show product efficacy, while keeping the tone fun, friendly, and educational.
Film 1 opens with Omi joking that the setup looks like a school science project, slipping into his familiar Chatur-style confidence while clearly not taking the experiment seriously. Malini explains that egg-white protein reacts similarly to skin proteins, making it a useful way to show how different Vitamin C serums behave.
She tests multiple serums on the egg white, and after a few minutes visible white clumps appear, showing how unstable and harsh many Vitamin C formulas can be. Omi reacts dramatically, calling them a disaster and insisting they’re not beginner-friendly.
Malini then compares them to the Deconstruct Vitamin C serum with ferulic acid, which shows no clumping, highlighting its stability and skin compatibility. She explains that the formula is stabilised with ferulic acid, making it effective yet gentle with zero irritation. The film ends with Omi finally convinced, impressed by the demonstration.
Film 2 opens with Omi joking about how a small serum bottle could possibly fix acne marks, tanning, dark spots, and pigmentation. With his classic Chatur-like confidence, he questions how one formula can handle all four concerns. Malini calmly breaks down the science behind it.
He then wonders if the serum has to be harsh to work this well, and the camera cuts to a dramatic close-up that adds humor. Malini explains that the formula stays gentle because it includes Sodium PCA and Glycerine for hydration. The film ends with Omi giving in, smiling as he calls the serum unfairly effective.
The two ad films will go live across all Deconstruct social media platforms, including YouTube, Instagram, and Facebook, supported by digital and influencer-led amplification.
Malini Adapureddy, Founder and CEO, Deconstruct, said, “We wanted to make science more accessible, this time through humour. Omi was the perfect bridge between entertainment and education. Skincare does not have to be complicated; it can be smart, evidence-based, and fun. Through these films, we wanted to show that learning about ingredients and efficacy can be just as engaging as watching a comedy sketch. When people smile while understanding the science behind skincare, that is a real impact.”
Omi Vaidya, aka Chatur, said: “Bringing humour into a world like skincare was refreshing. Deconstruct has managed to turn chemistry into comedy without losing credibility. It is a rare mix of wit, proof, and purpose. I loved how the brand made skincare education enjoyable and easy to relate to. The result feels authentic, memorable, and meaningful for anyone curious about what really works for their skin.”
