Campaigns

Deconstruct wraps up skincare internship with bold OOH campaign

This campaign is executed across six cities

Published

May 23, 2025

In a striking outdoor push that matched the scale and inclusivity of its digital-first initiative, science-backed skincare brand Deconstruct concluded its 60-day Skincare Internship program with a city-wise OOH celebration, placing real participants and real stories front and center across high-traffic locations in Kolkata, Vizag, Chandigarh, Gurgaon, Delhi, and Mumbai.

The campaign, which garnered 1.8 lakh applications and over 16.7 crore digital impressions, culminated with six interns each receiving a ₹1 lakh stipend and their stories broadcast across billboards in their home cities. These outdoor creatives featured the interns proudly holding symbolic cheques and sharing witty, heartfelt one-liners about their skincare journeys. From Ayush Thakur’s exuberant nod to transformation—“Dene wala jab bhi deta, chhappad phaad ke deta hai, chamakti skin aur bhara hua wallet ke saath”—to Anisha’s clever reflection that she never expected her breakout story to “have a six-figure plot twist,” the messaging was both bold and deeply personal.

Aimed at making skincare feel less intimidating and more inclusive, the internship opened its doors to all genders, backgrounds, and age groups, with a deliberate 50% reservation for male participants—a move that sparked nearly equal participation from men and women. Interns were mentored by Deconstruct’s product team and dermatologist Dr. Jinal Modi, and their AM–PM routines were transparently documented through vlogs and daily updates on social media.

Malini Adapureddy, Founder & CEO of Deconstruct, noted:
“With the Skincare Internship, our goal was to spark a more inclusive and beginner-friendly conversation around skincare, because skincare is for anyone with skin. This initiative allowed us to reaffirm our belief that Anybody Can Skincare, regardless of gender, age, or background. Through the program, we’ve been able to drive meaningful conversations around the importance of educating beginners and empowering them to better understand their skin.”