MAM
Pond’s launches ‘Sun Portraits’ campaign using UV-sensitive Rajasthani art
Skincare brand turns traditional Phad paintings into living reminders of sun damage in Phalodi, Rajasthan.
MUMBAI: Pond’s has painted a striking new picture of sun protection, one that literally fades before your eyes. The leading skincare brand has unveiled ‘Sun Portraits’, a powerful campaign set in Phalodi, Rajasthan, where summer temperatures regularly soar to 51°C. In collaboration with local Phad artists, Pond’s commissioned life-size portraits of women from the region, painted directly onto the walls of their own homes using UV-sensitive paint.
As the harsh desert sun beats down day after day, the portraits visibly deteriorate fading, blemishing, and discolouring in real time mirroring the damaging effects of prolonged UV exposure on human skin. The evolving artwork serves as a daily, tangible reminder that sun protection is not optional.
Rather than relying on statistics or conventional advertising, the campaign embeds its message into something deeply personal and cultural: the women’s homes, their art, and their everyday routines. This community-driven approach transforms awareness into lived experience.
Hindustan Unilever Limited (HUL) vice president for Skincare Pratik Ved said, “Sun Portraits is a reflection of our belief that true impact lies not in telling people what to do, but in helping them experience why it matters. By transforming an invisible risk into a visible and evolving piece of art within their own homes, we’ve made sun protection both personal and immediate.”
Ogilvy senior executive creative director & creative head for beauty & luxury (West) Tanuja Bhat added, “In heartland India, narratives are etched in culture, art and tradition. We decided to use that language to create Sun Portraits, an awareness campaign that brings out the sun’s impact on skin in a simple yet powerful way.”
The campaign arrives at a time when purpose-driven creativity is gaining ground in Indian advertising. By blending cultural relevance with a strong human insight, Pond’s has created more than just an ad, it has turned homes into living canvases that quietly urge women to protect their skin every single day.
In the scorching heat of Rajasthan, Pond’s has found a brilliant way to make an invisible enemy visible proving that sometimes the most effective skincare message isn’t spoken, but slowly painted by the sun itself.
