Cuticura has rolled out a new campaign, ‘Priye Sundari’, featuring actor Priya Prakash Varrier as brand ambassador. The launch marks the brand’s 25th year in India and aims to deepen its connect with younger consumers in Kerala.
Built for the Kerala market, the campaign spotlights Cuticura’s upgraded talc, now powered by Fragrance Encapsulation Technology, offering fragrance for up to eight hours. The film centres on freshness and confidence through a busy workday, tying the benefit to a relatable, everyday narrative.
The campaign is part of a broader effort to modernise Cuticura’s communication while staying rooted in its personal care legacy. Varrier’s association is meant to help the brand resonate with younger audiences through locally grounded storytelling.
Anupam Katheriya, CEO of Cholayil, called Kerala the brand’s strongest market, adding that “New and Improved Cuticura” marks a fresh phase built on continuous innovation, with Varrier reflecting the confidence and modern outlook the brand now stands for.
Rupa Murudkar, VP – Marketing at Cholayil, said consumer research pointed to a need for fragrance that lasts beyond the first few hours, which the new formulation addresses, adding that the campaign leans into contemporary storytelling and a digital-first approach.
The TVC is directed by V. K. Prakash, with music by Gopi Sundar. Cuticura also unveiled #EttuPriyeSundarisan, an influencer campaign featuring eight Kerala content creators, kickstarted by Varrier, capturing eight meaningful hours across work, college, travel and celebration.
