The CeraVe campaign, developed by First Thought, set out to expand reach and visibility among Gen Z and Millennials by integrating the brand into a humor-led wedding concept. The approach centered on a "masterclass in comedy" video starring Tanmay Bhat, Anuj Gupta, and Aishwarya Mohanraj, whose sarcastic take on Indian weddings drove mass cultural relevance. This strategy successfully delivered over 20M+ views, 18M+ reach, and 390K+ engagements, significantly exceeding the promised view count of 12M.
