Kochi : Cuticura, one of Kerala’s most trusted personal care brands and a true daughter of the soil, today 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.