MAM
Pond’s launches ‘Sun Portraits’ campaign using UV-sensitive Rajasthani art
Skincare brand turns traditional Phad paintings into living reminders of sun damage in Phalodi, Rajasthan.
MUMBAI: Pond’s has painted a striking new picture of sun protection, one that literally fades before your eyes. The leading skincare brand has unveiled ‘Sun Portraits’, a powerful campaign set in Phalodi, Rajasthan, where summer temperatures regularly soar to 51°C. In collaboration with local Phad artists, Pond’s commissioned life-size portraits of women from the region, painted directly onto the walls of their own homes using UV-sensitive paint.
As the harsh desert sun beats down day after day, the portraits visibly deteriorate fading, blemishing, and discolouring in real time mirroring the damaging effects of prolonged UV exposure on human skin. The evolving artwork serves as a daily, tangible reminder that sun protection is not optional.
Rather than relying on statistics or conventional advertising, the campaign embeds its message into something deeply personal and cultural: the women’s homes, their art, and their everyday routines. This community-driven approach transforms awareness into lived experience.
Hindustan Unilever Limited (HUL) vice president for Skincare Pratik Ved said, “Sun Portraits is a reflection of our belief that true impact lies not in telling people what to do, but in helping them experience why it matters. By transforming an invisible risk into a visible and evolving piece of art within their own homes, we’ve made sun protection both personal and immediate.”
Ogilvy senior executive creative director & creative head for beauty & luxury (West) Tanuja Bhat added, “In heartland India, narratives are etched in culture, art and tradition. We decided to use that language to create Sun Portraits, an awareness campaign that brings out the sun’s impact on skin in a simple yet powerful way.”
The campaign arrives at a time when purpose-driven creativity is gaining ground in Indian advertising. By blending cultural relevance with a strong human insight, Pond’s has created more than just an ad, it has turned homes into living canvases that quietly urge women to protect their skin every single day.
In the scorching heat of Rajasthan, Pond’s has found a brilliant way to make an invisible enemy visible proving that sometimes the most effective skincare message isn’t spoken, but slowly painted by the sun itself.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
