“Skincare simplified.”

82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has expanded its product category with a range of new Body Care products, including body cleansers, milk and lotions.

In order to promote this, the brand has launched this new range with a campaign titled, ‘Art of Leisure‘ featuring the Bollywood actress and co-founder, which was conceived, created and executed by their agency on record, Tilt Brand Solutions, a part of Quotient Ventures.

Art of Leisure highlights how their products can “cleanse, hydrate and protect” the mind and skin, becoming a nourishing and soothing practice. By aligning their products to leisure and relaxation, they aim to provoke joyful emotions in their audience, embodying their tagline that emphasizes simplified skincare.

For the brand, this campaign marks a critical milestone of going above the line for the first time, and will help them boost their reach in various markets across the country.

Speaking about the campaign, Keerthana Ramakrishnan, chief marketing officer, 82°E, said, “While Body Care is an extension of our skincare category, it offers a fresh new experience to our consumers. It was crucial that we communicated our intention of self-care through the campaign thought of Art of Leisure to our consumers, in an impactful manner. We wanted them to come on the journey with us; to take their self-care a step further with this new launch.”

T Gangadhar, group chief executive officer, Quotient Ventures, added, “We are thrilled to be partnering with 82°E to build a brand that is synonymous with self-care. The body care launch campaign is the first such initiative to that end. We are confident that, together, we can create a brand narrative that will deeply resonnate with people and inspire them to prioritise their own wellbeing.”

82°E retails from its direct to customer e-commerce store and its products are all vegan, cruelty-free, and described on its website as “clean”. The e-commerce store also offers international shipping