CeraVe makes a high-impact splash with illuminated OOH launch for HA Water Gel

CeraVe has rolled out a striking outdoor campaign across Mumbai to announce the launch of its new HA Water Gel, combining large-format visibility with eye-catching illuminated creative executions. 

Executed by Dentsu, the campaign takes over key arterial routes across the city with a series of premium billboards highlighting the product’s core hydration benefits. The creative centres around the newly launched HA Water Gel, showcasing claims such as “3-Second Absorption” and “3-Day Plumpy Hydration” while reinforcing the brand’s science-backed skincare positioning. 

The standout feature of the campaign is a special illuminated installation on the lead creative. A glowing blue outline traces the contours of the product pack and dermatologist figure, creating a vibrant halo effect that enhances visibility during evening hours and mirrors the hydration-focused visual language of the brand. 

The execution transforms a traditional billboard into a more immersive visual experience. Against Mumbai’s urban skyline, the illuminated creative captures attention both during the day and after dark, ensuring the campaign remains impactful across multiple viewing conditions.