Forest Essentials has unveiled its new campaign, ‘Take Your Time’, placing time, ritual, and mindful care at the centre of its Ayurveda-led skincare philosophy.
Link: https://www.youtube.com/watch?v=zEFJPAPjIKo
The campaign marks a shift in communication, moving away from efficiency-driven beauty routines to highlight slower, ritual-based practices rooted in tradition. It will roll out through the year across films, retail experiences, and in-store activations, reinforcing the brand’s core positioning.
Founder and Managing Director Mira Kulkarni emphasised that Ayurveda has always valued patience and presence, where beauty is not rushed but cultivated through time-intensive processes. The campaign reflects this belief, positioning luxury as the ability to slow down and engage in intentional self-care.
Narratively, the campaign draws from Ayurveda’s emphasis on preparation and application, reframing everyday beauty routines as meaningful rituals rather than functional tasks. It also taps into the broader cultural context of time scarcity and the pressure to stay constantly productive.
The first film explores relationships through shared care rituals, focusing on a mother-in-law and daughter-in-law dynamic. Instead of product-centric storytelling, it highlights moments of pause and emotional connection.
Conceptualised with Talented and produced by Superfly Films, the campaign adopts a narrative-led approach.
Aligned with the brand’s portfolio-featuring ubtans, hair masques, and Ayurvedic creams-the campaign reflects a broader industry shift towards wellness, ritual, and mindful consumption in beauty.
