Piramal Consumer Healthcare Redefines Storytelling with Micro Web Series for Lacto Calamine, Garnering Over 10 Million Views in 5 Days
Lacto Calamine (Piramal Consumer Healthcare) has redefined Gen Z brand storytelling with a breakthrough influencer-led micro web series campaign — a first-of-its-kind format in the creator economy. The content-driven initiative has already garnered over 10 million organic views in just five days, along with 60K+ shares, 50K+ saves, and an engagement rate of 57% — with more creators still joining the journey.
Moving beyond one-off influencer posts, the campaign embraced short, snackable, creator-led storylines that seamlessly blended entertainment and brand messaging. Designed to reflect the messy, dynamic lives of young consumers, the format positioned Lacto Calamine Sunscreen as the go-to essential for everyday chaos.
The early success highlights the power of granting creators creative freedom and prioritizing authentic, emotionally resonant storytelling over direct product placement. This wasn’t a plug-and-play integration; it involved deep scripting and creative collaboration to ensure every storyline felt personal and deeply relatable, exploring themes like relationships, self-confidence, and identity.
Abhishek Kr. Srivastava, VP Marketing, Piramal Consumer Healthcare, shared the brand’s perspective: “Micro-dramas are redefining how younger audiences connect with brands — short, honest, and instantly relatable. With Lacto Calamine, we embraced this shift to tell stories that feel real, not rehearsed for us it was to establish the brand as “Oily skincare expert”. Partnering with Social Beat and Influencer.in brought that promise to life, blending culture with brand meaningfully.”
This campaign is proof that when brands truly trust creators with creative freedom, the result can be both impactful and organic. The campaign continues to roll out with more creators joining the journey. Follow @lactocalamine on Instagram to see the next episodes of the micro storytelling series.
Campaign links:
https://www.instagram.com/reel/DPOcTKOjMIz/?utm_source=ig_web_copy_link
https://www.instagram.com/reel/DPYya-ljLs2/?utm_source=ig_web_copy_link
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