TLDR: Deconstruct Skincare has launched a new digital campaign featuring stand-up artist Samay Raina and content creator Apoorva Mukhija, using a satirical podcast format to humorously promote their skincare products.
Stand-up artist Samay Raina and content creator Apoorva Mukhija have teamed up once again, this time for a cheeky, self-aware digital campaign with Deconstruct Skincare, the science-backed brand known for being Highly Effective Yet Gentle. The duo, previously seen together on the buzz-worthy India’s Got Latent, return in a fresh format that parodies the now-ubiquitous creator podcast setup in a film that blends skincare, satire, and smart storytelling.
About the Campaign:
The 2-minute reel film, shot in a faux podcast setup, the film opens with Samay greeting Apoorva in a no-nonsense tone. True to his trademark humour, Samay casually drops a risqué line: “Yaar humare last meeting ke baad mujhe toh STD hi ho gaya tha (I got an STD after our last meeting),” to which Apoorva promptly replies, “PTSD hota hai woh (That’s PTSD).” Samay doubles down with a smirk, “Nahi nahi, mujhe STD hi hua tha – Sun Transmitted Disease.”
He then shifts into mock seriousness, recalling, “Woh jana pad gaya tha na Assam, Gujarat – skin damage ho gayi thi (Had to travel to Assam and Gujarat, you see – my skin got damaged),” setting up an exaggerated yet smoothly timed plug for Deconstruct’s Gel Sunscreen, praised for being suitable for all skin types, leaving no white cast, and offering dependable sun protection.
A background score mimicking classic ad jingles kicks in as Samay begins to list benefits. Apoorva, trying to stay on track, questions the direction of the conversation, only to be met with Samay’s effortless pivot into another product mention. This time, it’s Deconstruct’s Vitamin C Serum with Ferulic Acid, casually brought up as something that helps with dark spots, with Samay teasingly suggesting Apoorva might find it useful off-screen as wel
The comedic timing, paired with clever writing and creator chemistry, brings out the playful personality of the campaign. It’s a refreshing take that aligns seamlessly with Deconstruct’s creative storytelling style.
Watch the reel here:
The reel reflects Deconstruct’s core philosophy of combining powerful actives and minimal formulations with fresh, irreverent storytelling that pushes beyond traditional beauty marketing
The campaign walks a fine line between satire and skincare, tapping into internet culture, subtle callbacks to the duo’s last high-profile appearance, and the ever-growing popularity of podcast formats in digital storytelling.
By pairing two bold personalities with its minimalist, ingredient-first philosophy, Deconstruct reinforces its belief that skincare doesn’t have to be boring. Content doesn’t have to follow the rules either. The film has already resonated with a Gen Z audience that appreciates humour, self-awareness and smart creator collaborations.
