Pond's Teams Up with Disney's Avatar: Fire and Ash in India

Pond’s has partnered with Avatar: Fire and Ash to roll out a cinema-led skincare campaign in India, marking a strategic blend of entertainment, brand engagement, and product education.

The collaboration is timed with the film’s India release on December 19, 2025, and is being executed across select PVR INOX cinemas, using the big-screen environment as the primary consumer touchpoint.

At the centre of the campaign is Pond’s Anti-Blue Light UV Miracle sunscreen, positioned as a solution for consumers increasingly exposed to screens and artificial light.

The product offers SPF 50 PA++++ protection and introduces Pond’s Digital Protection Factor (DPF), aimed at addressing concerns around blue light exposure from phones, laptops, and other digital devices. The campaign frames this protection as relevant not just outdoors, but in everyday digital routines.

• Pond’s partners with Avatar: Fire and Ash for cinema-led skincare campaign in India
• Pond’s sunscreen campaign uses cinema activations to highlight blue light protection
• Entertainment-led marketing drives Pond’s digital skincare awareness push

The partnership extends beyond branding to include physical cinema activations, curated installations, and interactive zones designed to engage moviegoers before and after screenings. A key feature is the Pond’s Blue Mirror, a UV imaging tool that visually demonstrates sunscreen application and coverage, helping audiences understand how UV protection works in real terms rather than abstract claims.

Creative elements of the campaign draw inspiration from the visual themes of Avatar: Fire and Ash, particularly its contrast between light, heat, and environmental exposure. These parallels are used to connect the film’s narrative universe with real-world skin stressors such as UV rays and blue light, creating a contextual link between entertainment and personal care.

The campaign also includes influencer collaborations, digital amplification, and cinema-specific merchandise to extend reach beyond theatre halls. By using cinema as a high-attention environment, Pond’s aims to cut through crowded digital advertising and communicate its product proposition more clearly.

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With Avatar: Fire and Ash expected to draw large audiences across India, the collaboration gives Pond’s access to a wide, engaged consumer base while reinforcing sunscreen as an everyday skincare essential and advancing broader skincare awareness.