Personal care brand Cuticura has appointed actor Priya Prakash Varrier as its new brand ambassador and unveiled a new television campaign, ‘Priye Sundari’, as part of its strategy to strengthen its connect with younger consumers in Kerala. The campaign also coincides with the brand completing 25 years in the Indian market.
Developed specifically for the Kerala market, the campaign introduces the new and improved Cuticura Talc, powered by Fragrance Encapsulation Technology, which the company says provides up to eight hours of lasting fragrance. Through the campaign, Cuticura aims to combine its long-standing brand legacy with a refreshed, digital-first communication strategy targeted at younger audiences.
The television commercial features Priya Prakash Varrier as a young professional navigating a busy workday while highlighting the product’s long-lasting freshness. The campaign draws on culturally relevant storytelling designed to resonate with Malayalee consumers while positioning the brand around confidence and everyday freshness.
Alongside the television campaign, Cuticura has also launched #EttuPriyeSundaris, an influencer-led digital initiative featuring eight female content creators from Kerala. The campaign showcases different moments from their daily routines across work, college, travel and celebrations to reinforce the brand’s eight-hour freshness proposition.
The campaign has been directed by filmmaker V. K. Prakash (VKP), while music has been composed by Gopi Sundar, combining contemporary visuals with a soundtrack rooted in Kerala’s cultural identity.
