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Clinique features Radhika Apte in its moisture surge campaign

The campaign by Supari Studios showcases the Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator in an energising narrative, capturing the daily hustle of the modern Indian woman

Click on the Image to watch the TVC.

Digital content studio, Supari Studios, has collaborated with skincare brand Clinique to conceptualise and produce a campaign for its Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator, featuring its first brand ambassador for India, Radhika Apte.

The campaign showcases the Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator in an energising narrative, capturing the daily hustle of the modern Indian woman; it is characterised by unexpected ups and downs that form a part of our busy lifestyles, demanding not only us, but also our skin to be well-prepared. We are given glimpses into different situations in Apte’s life – her morning skincare routine, life on set, working out at the gym, or relaxing on flight. Radhika comfortably adapts to each one of these situations with ease, accompanied by hydrated, fresh and glowing skin at all times.

The Supari Studios team used quick, yet seamless camera transitions to shift between each scenario in Radhika’s life, to illustrate the dynamic, fast pace of everyday life in the city, complemented by an upbeat track to set the mood. The Supari Studios team also retained a sophisticated international aesthetic synonymous with the brand’s creative language, accented with several Indian touches to connect with local audiences.

Sameer Ghauri

Sameer Ghauri, Director of the film, said, “For this film, we set out to make something energetic and fresh looking that visually dazzles and can be viewed repeatedly. The idea was to show the effects of Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator across the different environments Radhika usually finds herself in; at home, on a film set, in a flight, at the gym, etc, with the camera moving seamlessly between locations without a drop in the overall energy of the film. The camera and art departments had to work closely because our shots had to be precisely executed down to the last second, and that was the challenging yet super fun element of the shoot. The music adds that extra ‘oomph’ and vibe that makes this film feel like an action-packed 30 seconds into Radhika’s jet-set life. It was also nice that Clinique as a brand allowed us to take a few risks which resulted in a film that everyone can be proud of.”

Mitali Sharma

Mitali Sharma, Executive Producer, Supari Studios, said, “We are very happy to have had the opportunity to work with Radhika Apte who was an absolute delight through this campaign. What makes her the perfect fit for Clinique is the fact that she’s so relatable and natural as an artist, which resonates with Clinique as a brand itself. We needed to create something that would bring out the attributes of the Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator in a light yet impactful manner. Keeping this in mind, we focussed on how Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator plays a role as an all-rounder for Indian climates.”

The Campaign:


Client: Clinique

Conceptualised and Produced by Supari Studios

Director: Sameer Ghauri

Creative Director: Joel Nigli

Executive Producer: Mitali Sharma

Senior Creative Producer: Rachaita Vyas

Creative Producer: Sakshi Bhasin

DOP: Harshvir Oberai

Asst. DOP: Arpit

Styling: Nidhi Jacob

Makeup Artist: Sandhya Shekhar

Hair Stylist: Clover Wotton

Photographer: Rohan Shreshtha

Lead Producer: Prithvi Therani

Line Producer: Shutterplay Media

Post Producer: Madhurima Basu Roy

Chief AD: Trilok Sadhwani

BTS Videographer: Aman Deshmukh

Art Direction: Craftsworth Designs

Editor: Gaurav Joshi

Colour Grade: Siddharth Meer

On-Set Sound Recording: Stanley Mendonca

Music: Akshay Rajpurohit

Camera Equipment: RD Equips

Light Equipment: Light World

Spot Boy: Ilyas Shaikh, Rafiq Bhai, Baba Bhai

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