Personal care brand Cuticura has launched a new television campaign, titled ‘Priye Sundari’, featuring actor Priya Prakash Varrier as the brand's new ambassador.
The campaign also commemorates the silver jubilee year for Cuticura India. Developed with a hyperlocal approach for Kerala, the campaign is designed to resonate with Malayalee consumers. It is centred on new and improved Cuticura Talc, powered by Fragrance Encapsulation Technology.
The brand film showcases Varrier as a confident, energetic young professional who remains fresh even after a long day at work, leaving her colleagues pleasantly surprised.
The TVC has been directed by filmmaker V. K. Prakash, with music from music director Gopi Sundar.
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Commenting on the campaign, Anupam Katheriya, CEO, Cholayil Pvt Ltd said, "Kerala has always been Cuticura's strongest market. At Cholayil, we have always believed in delivering superior consumer benefits through continuous product innovation. This campaign represents an exciting new phase for the brand as we launch New and Improved Cuticura to strengthen our emotional connection with consumers. Priya Varrier perfectly embodies the confidence, freshness and modern outlook that Cuticura stands for today."
Rupa Murudkar, Vice President – Marketing, Cholayil Pvt Ltd added, "Women today lead increasingly dynamic lives and expect products that keep pace with them. Our consumer research consistently highlighted the growing need for fragrance that lasts well beyond the first few hours of application. The new Cuticura Talc addresses this need with its enhanced formulation featuring Fragrance Encapsulation Technology, while the 'Priye Sundari' campaign brings this superior benefit to life through a relatable and emotionally engaging story. As we continue to evolve the brand, we are also strengthening our connect with younger consumers through contemporary storytelling and a stronger digital-first approach."
Sharing more about the association, Varrier said, "Fragrance is one of those little things that can make a big difference to how confident you feel through the day. What I love about Cuticura is that it combines a trusted legacy with a modern promise of long-lasting freshness. I'm delighted to be part of this new chapter for the brand."
The brand has also unveiled ‘#EttuPriyeSundaris’—an influencer campaign featuring eight female content creators.
