A digital campaign for Santoor, India's largest-selling beauty soap, created during the 2019 general elections. The idea was simple yet powerful bridge the gap between beauty and the ballot, turning the act of voting into something as aspirational as a beauty ritual for young Indian women. The campaign sparked a significant conversation online, trending across social media platforms and driving measurable engagement among young voters at a time when #fashion and #beauty were outpacing #voting in digital discourse.

As Art Director, I was involved end-to-end from the initial concept development and visual language, through managing the shoot, overseeing all creative executions, and ensuring every design touchpoint stayed true to the campaign idea. A campaign that proved beauty brands can lead conversations that go far beyond the skin.