Pradeep Cholayil, chairman and managing director, said, “We believe this is the best time to seek protection from nature when people are ready to go outside to lead the new normal life. The campaign was conceptualized to reinforce the idea of keeping your skin safe & fit not just indoors but also outdoors when it will be exposed to germs, dust, and pollution.”

Ashish Ohlyan, head of marketing, said, “Most of us have remained inside the house for a long time now and our bodies and skin get accustomed to the environment. Now that the world has started opening up suddenly we will be exposed to the harsh weather conditions outside of our homes. We just don’t need to prepare ourselves but our skin also as it is the first line of defense against the outside world.”

Sachin Kamble, national creative director, Leo Burnett India, said, “The 4 months of lockdown meant minimum exposure to sunlight and pollution for our skin. But as the world around us slowly gets back out in the new normal, we will need to prepare our body and skin for everything life throws at us. Our latest campaign steps in at the right moment and conveys the message of being ‘Skin fit with fast-acting Ayurveda’ and encourages everyone to embrace the new changes with confidence and a good amount of preparedness.”

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