The ‘Rice Face Wash’ campaign celebrates hydration and glow, connecting with young skincare enthusiasts who value freshness and radiance.
Mamaearth has launched a new digital campaign for its Rice Face Wash, featuring brand ambassador Palak Tiwari in a vibrant, tennis-inspired film that adds a playful twist to skincare storytelling.
Centred on the product’s double hydration formula powered by rice water and niacinamide, the campaign highlights how these hero ingredients work together to deliver a radiant, glass-skin glow. Set on a bright, sunlit tennis court, the film mirrors the brand’s youthful energy and confidence, with Palak exuding freshness and spontaneity that reflect the product’s core promise.
Snigdha Anand, SVP & Brand Head – Marketing, Mamaearth, said:
“With this campaign, we wanted to take a fun, youthful approach while reinforcing the powerful benefits of rice water and niacinamide for deep hydration and natural glow. Rice water has been a beauty staple for generations, and we’ve reimagined it for today’s modern skincare needs. With Palak’s vibrant personality, the film feels fresh, aspirational, and full of life – just like our consumers.”
This marks Palak Tiwari’s second collaboration with Mamaearth, following her previous association with the brand’s Ubtan Face Wash campaign.
The new film will be promoted extensively across digital platforms, targeting a young, digitally active audience that seeks effective, easy-to-use skincare solutions that bring visible freshness and glow to everyday routines.
