In a move that we think is both timely and, dare we say, brand-appropriate, Aqualogica has announced the appointment of digital creator Apoorva Mukhija, more popularly known as Rebel Kid, as the brand’s new ambassador for the sunscreen category. Considering the unfiltered, real, and honest-to-goodness personality of Apoorva, we think this move is a no-brainer for Aqualogica, which wants to strengthen its relationship with the Gen Z crowd.
This move has been made at the same time as the brand has announced the launch of a new campaign, which, we must say, we think is both fun, relatable, and, most importantly, gets the product right. It makes the product, such as sunscreen, less of a chore and more of a need.
A Campaign With Apoorva As The Sunscreen Ambassador That Feels Fun And Relatable
The crux of this partnership is a brand film that’s fun, colorful, and takes place in a fun setting – a poolside setting, to be exact. The film features Apoorva Mukhija in a fun face-off with an aunty, played by Sheeba Chadda.
The dialogue between the two makes a fun reference to the texture of Aqualogica’s Glow+ Dewy Gel Sunscreen, drawing a fun parallel between Gen Z personalities and the product itself. It’s light on the outside, yet dependable in all the right places.
This storytelling strategy helps maintain the interest while also indirectly emphasizing the product’s main benefit: sun protection that is both lightweight and effective.
Why Apoorva Mukhija Fits The Brand Perfectly
Apoorva Mukhija has won over many fans by embracing who she is and unapologetically being herself. Her content is relatable to many, especially the younger audience, because it seems to emanate from their daily lives, thoughts, and even humor. Apoorva Mukhija is definitely one of the most relatable social media personalities in the digital world today.
During her announcement on social media regarding her partnership with Aqualogica, Apoorva Mukhija said, “Sun protection has become an integral part of my daily routine, especially because of my lifestyle, which includes constant travel and shoots.” What drew her to this brand was how “lightweight and hydrating” this sunscreen was, making it easier for her to incorporate into her daily routine. Apoorva Mukhija is also someone who fits well with the brand’s personality: honest, effortless, and relatable.
Strengthening Aqualogica’s Connect With Gen Z
What is most evident in this partnership is the company’s focus on building a stronger connection with the audience belonging to the younger generation. As Lily Jalan, Vice President of Marketing at Aqualogica, said, “Apoorva’s voice is the embodiment of the brand’s DNA: confident, real, and unfiltered.”
What is also evident in this campaign is the company’s effort to drive home a very important reminder: sun protection doesn’t have to be heavy and complicated; it can be light, easy, and flow seamlessly into your daily life.
With Apoorva Mukhija at the helm of this new campaign from Aqualogica, it is safe to say that the company’s new campaign is likely to have a strong impact on the audience belonging to the Gen Z generation.
