National, 23rd July, 2026: HK Vitals, India’s leading collagen brand, has unveiled its latest campaign, ‘Skin ko chahiye Skin ka Protein’, featuring brand ambassador Yami Gautam. Built around a simple yet powerful idea (collagen is skin’s own protein), the campaign encourages consumers to look beyond topical skincare and understand that healthy skin starts from within.
At the heart of the campaign is an insight that reflects the way many people approach skincare today. While consumers are increasingly investing in creams, serums and elaborate skincare routines, the nutritional foundation that supports healthy skin often goes unnoticed. ‘Skin ko chahiye skin ka Protein’ bridges this gap by explaining a simple biological fact: just as the body needs protein to build and maintain muscles, the skin relies on collagen (its own structural protein) to support firmness, elasticity and overall skin health. By translating science into an easy-to-understand and humorous idea, the campaign seeks to make conversations around collagen more relevant, relatable and meaningful.
Campaign link: https://www.instagram.com/reel/DbDnyS7sz8A/?igsh=MXRhdXgwYW84bW5lZg==
Commenting on the campaign, Sameer Maheshwari, Founder, HK Vitals, said, “Consumers today are spending more money and effort on skincare than ever before, yet many continue to believe that healthy skin is built only through what is applied on the surface. We wanted to challenge that perception by bringing attention to an equally important aspect- nourishing the skin from within. ‘Skin ko chahiye Skin Ka Protein’ is our way of making that truth interesting yet biologically and scientifically apt by highlighting collagen as the skin’s real support. As this idea is rooted in mindful wellness and introduces a fresh perspective that the category has not seen before, it was important for us to tell it through someone who naturally embodies those values. Our continued partnership with Yami Gautam, now in our third campaign, reflects that shared belief in keeping wellness meaningful, real and easy to understand.”
Conceptualised and executed by Enormous, the campaign moves away from conventional beauty messaging to tell a story rooted in science and everyday understanding. Rather than making another beauty promise, it encourages consumers to rethink skincare by focusing first on building the foundation for healthy, youthful skin from within. The campaign will roll out as a pan-India digital-first initiative across Instagram, Meta, YouTube and leading OTT platforms.
Yami Gautam, brand ambassador for HK Vitals, said, “I’ve always believed that the simplest habits often have the biggest impact whether it’s eating well, staying active, or taking care of yourself consistently. The same philosophy applies to skincare supplements. I’ve learnt that healthy skin also needs a strong foundation from within. That’s why the thought behind this campaign resonated with me. Collagen is the skin’s own protein, and supporting that foundation internally is just as important as caring for skin externally. When you combine internal nourishment with the right skincare routine, you’re taking a more complete approach to caring for your skin. I’m delighted to continue my journey with HK Vitals through a campaign that encourages people to look at skincare in a more mindful and holistic way.”
Sharing the creative thinking behind the campaign, Ashish Khazanchi, Managing Partner, Enormous, said, “Every once in a while, a category presents an opportunity to change the conversation instead of contributing to it. That’s what excited us about this campaign. Rather than talking about collagen as just another ingredient, we focused on what it truly is skin’s own protein. Once that truth became the center of the idea, everything else fell into place. ‘Skin Ko Chahiye Skin Ka Protein’ is simple enough to become part of everyday conversation, yet meaningful enough to make people rethink the role of internal nourishment in skincare.”
As India’s skincare landscape evolves, consumers are increasingly looking beyond cosmetic benefits to understand what truly supports long-term skin health. Having established itself as India’s No.1 collagen brand, HK Vitals has played a pivotal role in building awareness around collagen and making it a trusted part of everyday wellness. Through ‘Skin ko chahiye Skin Ka Protein’, the company seeks to be part of this evolving conversation by making scientific knowledge more accessible and encouraging consumers to see skincare as a balance between external care and internal nourishment.
About HK Vitals: HK vitals is India’s leading nutrition and supplement platform, founded by Sameer Maheshwari in 2019. Built on research-driven innovation, hk vitals offers high-quality, science-backed supplements designed to support skin, hair, and overall health.
