Ad Campaigns
Cerave rolls out Derm On-The-Go for accessible skincare in India
MUMBAI: Cerave, has launched its ambitious ‘Derm On-The-Go’ campaign in India bringing science-backed skincare guidance directly to the youth.
Targeting college students, the initiative features one-on-one consultations with over 100 dermatologists, engaging on-campus activations, and dynamic digital outreach across Mumbai, Delhi, and Bengaluru. The mission? To break down barriers to expert skincare advice and empower young Indians with credible knowledge.
The programme kicked off in Mumbai with the innovative Ceravan (mobile consultation buses) and Cerakiosk (on-site kiosks), where students received personalised skincare education. With over 1,500 free consultations and more than 15,000 footfalls in Mumbai and Delhi, the initiative is now gearing up for its next stop Bengaluru.
“Cerave wants to empower every Indian to make informed skincare choices,” said L’oréal Dermatological Beauty, L’oréal India director Rami Itani. “With a dermatologist-to-consumer ratio of just 0.7 per 100,000, access to expert advice is limited. The ‘Derm On-The-Go’ program is designed to make dermatological solutions accessible and actionable, empowering consumers to prioritise their skin health with science-backed expertise, daily.”
Dermatology MD DNB Siddhi Tiwari remarked, “Everyday in my practice, I meet young people who unknowingly damage their skin by following viral skincare trends. Lack of access to expert advice means they rely on guesswork. The Cerave ‘Derm On-The-Go’ initiative is a game-changer it brings expert guidance directly to those who need it most, in spaces they feel comfortable in. With the right education, we can prevent long-term skin damage and foster a generation of well-informed skincare consumers.”
Beyond campus visits, the initiative also leverages digital platforms. Top dermatologists and lifestyle influencers will offer insights on Instagram and Youtube busting skincare myths and encouraging informed conversations around skin health.
Having made its Indian debut in 2023, Cerave continues its mission to make dermatological care accessible. Its product range powered by three Essential Ceramides and Multivesicular Emulsion (MVE) technology offers clinically proven solutions to restore the skin barrier and deliver lasting hydration.
Looking ahead, Cerave plans to expand ‘Derm On-The-Go’ across more cities, high-traffic zones, and corporate parks reaching even more consumers where they are.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
