Lakme
When Stories Create Impact: Lakmé’s Podcast X Curly Tales & MOS : Doubling Brand Engagement
01 About
Lakmé, India’s leading beauty and skincare brand, launched its SPF 50+ PA++++ Liquid Fluid Sunscreen with a bold positioning — a sunscreen that delivers exactly what it claims, backed by advanced research and testing. Unlike conventional beauty communication, Lakmé wanted to showcase authenticity, transparency, and credibility through dermatological validation, influencer-led storytelling, and PR-led media visibility.
02 Challenge
- Low awareness around the newly launched Lakmé SPF 50+ sunscreen.
- Need to highlight advanced R&D testing methods and product authenticity in a consumer-friendly way.
- Requirement to establish Lakmé as a credible authority in skincare while building trust among millennials and Gen Z.
- Engagement and credibility, not direct sales, defined campaign success.
03 Our Approach Curated Influencer & Expert Mix
The strategy seamlessly integrated influencer marketing, expert testimonials, podcasts, and PR to create a multi-layered campaign.
To ensure credibility, relatability, and authenticity, we carefully handpicked the right mix of voices.
- Influencers like Kamiya Jani, Aashi Adani, Sapna Singh, and Viraj Ghelani created content that resonated with millennials and Gen Z by being fun, relatable, and engaging.
- Dermatologist Dr. Jushya Sarin added a layer of scientific credibility by validating Lakmé’s sunscreen claims with professional expertise.
- Lakmé’s Head of R&D provided rare transparency by showcasing advanced testing and research processes, strengthening consumer trust.
- Lakmé’s Head of R&D Sapna Singh provided rare transparency by showcasing advanced testing and research processes, strengthening consumer trust.
Podcasts That Educated & Engaged
We leveraged podcasts as powerful storytelling platforms to educate audiences and spark conversations.
- Curly Tales Podcast (with Kamiya Jani, Aashi Adani & Dr. Jushya Sarin) brought together influencers and experts in a live discussion where multiple sunscreen brands were tested — Lakmé SPF 50+ emerged as the most reliable, proving its authenticity.
- Moments of Silence Podcast (with Viraj Ghelani, Sakshi Shivdasani & Naina Bhan) shifted the skincare conversation to a wider, gender-inclusive audience. Viraj highlighted the importance of men caring for their skin and making sunscreen part of their routine — breaking stereotypes and broadening relevance.
- Together, these podcasts combined science, influencer relatability, and subtle storytelling to deliver brand presence in an organic and high-impact way.
Content & PR That Educated, Entertained, and Amplified
The campaign was designed to go beyond promotion — it aimed to educate, inspire, and amplify Lakmé’s voice across both digital and traditional platforms.
- Influencer Storytelling: Creators blended personal narratives with expert-backed validation, striking the perfect balance between relatability and credibility.
- Simplifying Science: Lakmé’s R&D-backed testing process was presented in easy-to-understand, relatable formats that made complex science accessible to everyday audiences.
- Engaging Formats: Visually appealing, share-worthy assets and short-form content maximized organic reach across social platforms.
- Educational Storytelling: Every piece of content was designed to feel informative and entertaining, ensuring audiences saw it as genuinely valuable rather than promotional.
- PR Integration: 20+ features in top beauty and lifestyle publications delivered third-party validation, while influencer-generated content was repurposed and amplified across multiple channels.
- Omnipresent Impact: By seamlessly integrating PR with influencer marketing, the campaign achieved authenticity, credibility, and wide-scale visibility.
Results
Follower Growth
0
X
Total Impressions
0
L+
Podcast Listens
0
L+
Hashtag Uses
0
K
Average Engagement Rate
0
%
04 Conclusion
By combining influencer-led storytelling, expert-backed validation, and innovative podcast-led PR, Lakmé successfully built awareness and trust for its SPF 50+ sunscreen. The strategy highlighted Lakmé’s scientific authenticity, made skincare conversations inclusive of both men and women, and created meaningful engagement across multiple digital touchpoints.
The result: Lakmé SPF 50+ positioned as India’s most credible, science-backed sunscreen — a brand consumers can trust for real protection
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