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Clinique launches Moisture Surge campaign

The campaign is conceptualised by Supari Studios

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MUMBAI: Digital content studio, Supari Studios, collaborated with the international dermatologist-created skincare brand, Clinique, to conceptualise and produce a campaign for its cult hydrator, Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator, featuring its first brand ambassador for India, Radhika Apte. 

The newly released campaign showcases the Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator in an energising narrative, capturing the daily hustle of the modern Indian woman; it is characterised by unexpected ups and downs that form a part of our busy lifestyles, demanding not only us, but also our skin to be well-prepared. We are given glimpses into different situations in leading Bollywood actress, Radhika Apte’s life – her morning skincare routine, life on set, working out at the gym, or relaxing on flight. Radhika comfortably adapts to each one of these situations with ease, accompanied by hydrated, fresh and glowing skin at all times.

The Supari Studios team used quick, yet seamless camera transitions to shift between each scenario in Radhika’s life, to illustrate the dynamic, fast pace of everyday life in the city, complemented by an upbeat track to set the mood. The Supari Studios team also retained a sophisticated international aesthetic synonymous with the brand’s creative language, accented with several Indian touches to connect with local audiences.

Director of the film Sameer Ghauri said, “For this film, we set out to make something energetic and fresh looking, that visually dazzles and can be viewed repeatedly. The idea was to show the effects of Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator across the different environments Radhika usually finds herself in; at home, on a film set, in a flight, at the gym, etc, with the camera moving seamlessly between locations without a drop in the overall energy of the film. The camera and art departments had to work closely because our shots had to be precisely executed down to the last second, and that was the challenging yet super fun element of the shoot. The music adds that extra ‘oomph’ and vibe that makes this film feel like an action-packed 30 seconds into Radhika’s jet-set life. It was also nice that Clinique as a brand allowed us to take a few risks which resulted in a film that everyone can be proud of.”

Supari Studios executive producer Mitali Sharma said, “We are very happy to have had the opportunity to work with Radhika Apte who was an absolute delight through this campaign. What makes her the perfect fit for Clinique is the fact that she’s so relatable and natural as an artist which resonates with Clinique as a brand itself. We needed to create something that would bring out the attributes of the Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator in a light yet impactful manner. Keeping this in mind we focussed on how Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator plays a role as an allrounder for Indian climates.”

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