Clinique India initiates Instagram campaign ft Radhika Apte

Clinique India

Clinique India in association with Radhika Apte rolled out an Instagram campaign for their Moisture Surge. Conceptualized by Supari Studios, the campaign is cross-promoted on Apte’s Instagram.

The released campaign showcases the Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator in a narrative, capturing the daily hustle of the modern Indian woman. The video gives glimpses into different situations in Bollywood actress, Radhika Apte’s life – her morning skincare routine, life on set, working out at the gym, or relaxing on a flight.

The video has quick 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 campaign retains an international aesthetic synonymous with the brand’s creative language, accented with Indian touches to connect with local audiences.

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. 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 brand leveraged their brand ambassador’s Instagram presence, cross promoting the campaign video with a separate product post.


Starring: Radhika Apte

Conceptualised and Produced by Supari Studios

Client: Clinique

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