HK Vitals, which claims to be India’s leading collagen brand, has launched its latest campaign, ‘Skin Ko Chahiye Skin Ka Protein’, featuring brand ambassador Yami Gautam. Rooted in science, the campaign seeks to encourage consumers to look beyond topical skincare products and understand the role of collagen in supporting skin health from within.
Built around the idea that collagen is the skin’s own structural protein, the campaign challenges the perception that healthy skin can be achieved solely through creams, serums, and elaborate skincare routines. Instead, it highlights the importance of internal nourishment, drawing a parallel between protein’s role in maintaining muscles and collagen’s function in supporting the skin’s firmness, elasticity, and overall health.
Conceptualised and executed by Enormous, the campaign adopts a science-led yet accessible approach to make conversations around collagen more relatable for consumers. Rather than making conventional beauty claims, it focuses on educating audiences about the biological role of collagen and encourages a more holistic approach to skincare.
The campaign will roll out as a pan-India digital-first initiative across Instagram, Meta, YouTube, and leading OTT platforms, aiming to engage consumers through educational and relatable storytelling.
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Commenting on the campaign, Sameer Maheshwari, Founder, HK Vitals, said “Consumers today are spending more money and effort on skincare than ever before, yet many continue to believe that healthy skin is built only through what is applied on the surface. We wanted to challenge that perception by bringing attention to an equally important aspect- nourishing the skin from within.”
“’Skin ko chahiye Skin Ka Protein’ is our way of making that truth interesting yet biologically and scientifically apt by highlighting collagen as the skin’s real support. As this idea is rooted in mindful wellness and introduces a fresh perspective that the category has not seen before, it was important for us to tell it through someone who naturally embodies those values. Our continued partnership with Yami Gautam, now in our third campaign, reflects that shared belief in keeping wellness meaningful, real and easy to understand,” he added.
Speaking about her continued association with the brand, Yami Gautam, said “I’ve always believed that the simplest habits often have the biggest impact whether it’s eating well, staying active, or taking care of yourself consistently. The same philosophy applies to skincare supplements. I’ve learnt that healthy skin also needs a strong foundation from within. That’s why the thought behind this campaign resonated with me.”
“Collagen is the skin’s own protein, and supporting that foundation internally is just as important as caring for skin externally. When you combine internal nourishment with the right skincare routine, you’re taking a more complete approach to caring for your skin. I’m delighted to continue my journey with HK Vitals through a campaign that encourages people to look at skincare in a more mindful and holistic way,” she added.
Explaining the creative direction behind the campaign, Ashish Khazanchi, Managing Partner, Enormous, said “Every once in a while, a category presents an opportunity to change the conversation instead of contributing to it. That’s what excited us about this campaign. Rather than talking about collagen as just another ingredient, we focused on what it truly is skin’s own protein. Once that truth became the center of the idea, everything else fell into place. ‘Skin Ko Chahiye Skin Ka Protein’ is simple enough to become part of everyday conversation, yet meaningful enough to make people rethink the role of internal nourishment in skincare.”
FAQs
- What is HK Vitals’ ‘Skin Ko Chahiye Skin Ka Protein’ campaign about?
The campaign encourages consumers to look beyond topical skincare by highlighting collagen as the skin’s essential structural protein and promoting internal nourishment. - Who is featured in the HK Vitals campaign?
The campaign features actor and brand ambassador Yami Gautam, marking her third campaign with HK Vitals. - What message does the campaign convey?
It aims to educate consumers that healthy skin depends not only on external skincare products but also on internal nutrition, particularly collagen. - Which agency created the campaign?
The campaign has been conceptualised and executed by Enormous. - Where will the campaign be released?
The digital-first campaign will run across Instagram, Meta, YouTube, and leading OTT platforms across India.
