The video has the cues of ordinary YouTube makeup tutorials. There's the light, friendly tone. ("Hi girls! I'm Reshma.") There's the girlish backdrop, decorated with a teddy bear and fairy lights. And there are tips for getting "perfect red lips."
But from the first shot it's apparent this isn't really a video about lipstick. Reshma is 18 years old, and she survived an acid attack. She has an attention-getting message from a group called Make Love Not Scars, which teamed up with Ogilvy & Mather Mumbai on the campaign. More than 200,000 people have signed a petition to prevent the sale of acid since the campaign started about two weeks ago. (Ogilvy notes: "The Supreme Court of India has banned over-the-counter sale of acid since 2013. Yet acid is easily available to the common man, and the number of acid attacks are on a rise.")
Besides the lipstick tutorial, there's also a video about eyeliner, and another on getting rid of dark spots.
What does makeup have to do with acid attacks? Just watch.