Himalaya launches Pollution Detox campaign amid rising AQI levels

With air pollution levels continuing to soar across urban India, Himalaya Wellness is taking a proactive stance on addressing skin health through a new campaign for its Pollution Detox Charcoal Range. This range, which includes a face wash, scrub, and face pack, is specifically designed to detoxify and purify skin exposed to pollution, offering a natural solution to combat the harmful effects of rising Air Quality Index (AQI) levels.

To raise awareness about the importance of daily skin detoxification, Himalaya has partnered with Uber and Paytm in a nationwide campaign aimed at consumers in cities with the highest AQI levels. The collaboration targets Delhi’s pollution-affected commuters, utilizing over 1,000 branded Uber cabs and Paytm ads on public transport routes, including metros and buses, to directly engage with those most affected by pollution. Additionally, custom push notifications are sent to users in cities with AQI levels exceeding 200, highlighting the need to detox their skin in high-pollution environments.

The campaign emphasizes the visible effects of pollution on the skin, such as dullness, clogged pores, and premature aging. To further amplify the message, the campaign has also included Instagram and YouTube ads, along with content from popular creators like TVF Girliyapa, delivering engaging and relatable storytelling to raise awareness.

Ragini Hariharan, Marketing Director for Beauty and Personal Care at Himalaya Wellness, shared: “In cities battling high pollution levels, skincare has become more than a beauty routine—it’s a necessity. By partnering with Uber and Paytm, we’ve brought our message directly to commuters navigating the most polluted environments. This campaign reinforces our commitment to empowering consumers with the knowledge and tools to combat pollution’s effects and detox their skin.”

The month-long campaign not only highlights pollution’s harmful impact on skin but also offers effective solutions to help individuals safeguard their skin health in highly polluted urban areas.