Kochi, Aug 10: Cuticura, one of Kerala's most trusted personal care brands and a true daughter of the soil, announced the launch of its new television campaign, "Priya Sundari," featuring acclaimed actress Priya Prakash Varrier as the brand's new ambassador. The campaign marks a significant milestone in Cuticura's journey as it strengthens the brand’s relevance among younger consumers through contemporary communication, digital-first engagement and innovation-led product offerings, while staying rooted in the trust it has built over decades. The campaign also commemorates the silver jubilee year for Cuticura India as it completes twenty-five years in the market.
Developed with a hyperlocal approach for the Kerala market, the campaign brings together elements that deeply resonate with Malayalee consumers along with a refreshed narrative reflecting the aspirations of today's young Malayalee woman.
Known for her youthful charm and contemporary appeal, Priya Varrier’s association reflects the brand's transformation into a modern personal care brand that resonates with today's confident, aspirational women without losing its legacy of trust. At the heart of the campaign is the new and improved Cuticura Talc, powered by Fragrance Encapsulation Technology—an enhanced formulation designed to deliver long-lasting fragrance for up to 8 hours.
The brand film showcases Priya Varrier as a confident, energetic young professional who remains fresh even after a long day at work, leaving her colleagues pleasantly surprised. The film highlights how Cuticura enables women to stay fresh and confident, no matter how demanding their day.
Speaking on the association, Priya Prakash 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."
Commenting on the launch, 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."
Adding further creative strength to the campaign, the television commercial has been directed by acclaimed filmmaker V. K. Prakash, one of Kerala's most celebrated directors, renowned for his distinctive storytelling and award-winning body of work across cinema and advertising. The film is further elevated by acclaimed music director Gopi Sundar's signature musical style, which reinforces the campaign's emotional and nostalgia appeal. The seamless blend of evocative music and contemporary visuals creates a distinctive brand experience that celebrates Kerala's rich cultural heritage while resonating with a new generation of consumers.
To further amplify the launch of Cuticura's revolutionary 8-Hour Fragrance Encapsulation Technology, the brand also unveiled #EttuPriyeSundaris an influencer campaign featuring 8 of Kerala’s most influential female content creators. The campaign will be kickstarted by Priya Varrier, capturing the 8 significant hours in everyday moments across work, college, travel, performance and celebrations by each of these creators and brings to life Cuticura's promise of up to eight hours of lasting freshness.
