Chatur meets skincare as Deconstruct turns science into smart satire

MUMBAI: If you ever wished skincare science came with punchlines, Deconstruct Skincare has just delivered the perfect glow-up. The science-backed skincare brand has rolled out a first-of-its-kind campaign that blends chemistry with comedy, turning product education into something as watchable as a meme and as clear as a lab report.

And who better to front this satirical science lesson than Omi Vaidya, still adored for his legendary ‘Chatur’ persona? In the campaign’s two new films, Omi slips into a familiar avatar earnest, eager, and hilariously overconfident, determined to outsmart skincare while accidentally overcomplicating every step. Enter Deconstruct founder & CEO Malini Adapureddy, whose calm, clinical logic cuts through the chaos, offering clarity with the ease of someone who truly knows her molecules.

The result is a charming tug-of-war between Chatur-style theatrics and science-led sense. Each film turns everyday skincare myths into comic sketches, using simple experiments, sharp writing, and visually clear demonstrations to show how effective skincare doesn’t need drama or twelve-step routines to work.

Omi’s comedic timing anchors the campaign, but it’s the pairing with Malini that elevates the narrative: one spinning assumptions, the other gently dismantling them with facts. Their banter transforms jargon-heavy topics into easily digestible lessons, reinforcing Deconstruct’s belief that “gentleness can still be powerful” and that education doesn’t have to feel like homework.

At its heart, the campaign is playful but purposeful. It uses humour not as a gimmick, but as a gateway, making science-led efficacy accessible to the growing cohort of Indian skincare users who want proof over promises. With real-time demonstrations and intuitive storytelling woven through both films, the brand stays true to its ethos of transparency while keeping viewers laughing and learning.

By turning skincare confusion into entertainment, Deconstruct has once again positioned itself as a category disruptor: part educator, part entertainer, wholly committed to breaking down skincare science minus the intimidation. And with Omi Vaidya slipping effortlessly back into his iconic comic charm, the campaign proves that when science meets satire, the result is nothing short of glow-rious.