Mamaearth, the personal care brand under Honasa Consumer Limited, has launched a 70-second digital campaign featuring veteran Bollywood actor Gulshan Grover to promote its 100 per cent Natural Lip Balm. The campaign was released on February 23, 2026, and is being rolled out across digital and social platforms.

The film, created by agency Kimaya, places Grover’s well-known “Badman” screen persona in a mundane situation, chapped lips on a movie set.

The narrative hinges on the contrast between his villainous on-screen image and the everyday discomfort of dry lips, ending with the actor transitioning from “Badman” to “Goodman” after using the product.

The lip balm contains Shea Butter and Vitamin E and claims 12-hour moisturisation with a toxin-free formula.

Snigdha Anand, SVP and Brand Head of Marketing at Mamaearth, described the casting as a deliberate creative choice to make the product feel relatable through humour and nostalgia.

Honasa Consumer Limited, Mamaearth’s parent company, closed at ₹306.70 on the NSE on February 23, 2026, up 1.96 per cent from its previous close of ₹300.80, touching an intraday high of ₹312.90. The company, founded by Ghazal and Varun Alagh, operates eight brands and distributes across 40,000-plus retail points and major e-commerce platforms nationwide.

Published on February 23, 2026