Your Daily Dose of Ad World Buzz
Latest
✦EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy✦Concept PR Picks Up The Communications Mandate For Cityflo✦Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival✦Vikrant Malik Joins Logitech As Marketing Head For India✦Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar✦Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox✦Olyv Appoints Ravi Sharma As Chief Financial Officer✦Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels✦Myntra Is Paying Creators Three Times The Usual Rate This Festive Season✦Check Point Appoints Krishnan V V Managing Director For India And South Asia✦Joy Personal Care Signs Tamannaah Bhatia For Its Lotions And Creams✦Cashfree Uses Soan Papdi To Ask Why Merchants Settle For The Default✦EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy✦Concept PR Picks Up The Communications Mandate For Cityflo✦Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival✦Vikrant Malik Joins Logitech As Marketing Head For India✦Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar✦Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox✦Olyv Appoints Ravi Sharma As Chief Financial Officer✦Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels✦Myntra Is Paying Creators Three Times The Usual Rate This Festive Season✦Check Point Appoints Krishnan V V Managing Director For India And South Asia✦Joy Personal Care Signs Tamannaah Bhatia For Its Lotions And Creams✦Cashfree Uses Soan Papdi To Ask Why Merchants Settle For The Default
Brands

EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy

Ad Tribe! Bureau1 min read
The EVERQ and Puresta brand lockup, for the launch of the So Dermatic microdrama series

EVERQ has launched So Dermatic, a 12-episode microdrama that turns everyday skincare beliefs and anxieties into short comic episodes. The series runs on the brand's own Instagram.

  • Brand: EVERQ, a personalised skin health platform from Puresta
  • Format: a microdrama, a short-form fictional series, in 12 episodes
  • Where: EVERQ's official Instagram
  • Setting: an EVERQ dermatology clinic, with recurring characters including a dermatologist, a receptionist, a Gen Z intern and a cleaning lady
  • Subjects: home remedies, social media hacks, late-night searches, AI-generated advice, filters and the belief that drinking more water fixes everything
  • Episode titles include: Mummy Alert, Mehnat ka Pimple, The AI-dentity Crisis, Farm to Face, Jal Lijiye and Acne Ki Supari

What EVERQ Is Making Instead Of Advertising

A fictional world rather than a product story. The series does not build itself around routines, ingredients or an idealised face; it takes the things Indian consumers already believe about their skin and plays them for comedy, with characters who recur across episodes.

Hitaysh Dhingraa, co-founder and chief executive of Puresta, said skincare has moved beyond the traditional beauty aisle, and that people discover, discuss and debate it through reels, creators, search, AI, family advice and entertainment. With So Dermatic, he said, the company is creating entertainment around conversations people are already having about their skin.

Why The Format Is Interesting

Because it commits to length. A single branded film asks for thirty seconds once; twelve episodes ask a viewer to come back, which only works if the writing carries it. The episode titles suggest the series knows it is competing with entertainment rather than with other skincare ads, which is the right assumption for the platform it is on.

No agency credits have been announced.

More on the brand at everq.in. More brands.

#Branded Content#beauty and personal care#EVERQ#Puresta
Follow Ad Tribe