Brands
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.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
