Mumbai: Mamaearth has unveiled its latest TV campaign, featuring Palak Tiwari as the new face of the brand, alongside Shilpa Shetty Kundra, who continues her long-standing association with Mamaearth. The campaign, conceptualized by Havas Creative India, highlights the power of natural ingredients in skincare, focusing on Mamaearth’s Ubtan Face Wash and its age-old benefits of Turmeric and Saffron.
The campaign addresses the impact of sun, dust, and pollution on the skin, telling a relatable and engaging story. It opens with Palak Tiwari reminiscing about her radiant skin, only to realize how external factors have dulled her glow. As she wonders how to restore it, Shilpa Shetty Kundra steps in, introducing her to Mamaearth’s Ubtan Face Wash, enriched with Turmeric and Saffron, inspired by traditional Ubtan remedies.
The lighthearted yet impactful narrative reinforces Mamaearth’s commitment to effective, natural skincare, delivering the message: “Tan Hataye, Glow Lautaye.”
Anuja Mishra, EVP & Chief Marketing Officer, Honasa Consumer Limited, shared, “Ubtan has been a staple in Indian skincare for generations, and Mamaearth’s Ubtan Face Wash has become a trusted favorite. This campaign, featuring both Shilpa and Palak, showcases its effectiveness.
We are also delighted to welcome Palak as the newest face for the brand. She embodies confidence, authenticity, and a bold spirit, and her strong connection with younger audiences makes her a perfect fit for our brand ethos. Alongside Shilpa Shetty Kundra, this powerful duo will help us reinforce our commitment to safe, natural, and effective skincare solutions.”
Palak Tiwari, expressing her excitement, stated, “I’m thrilled to join the Mamaearth family and be part of a brand that stands for ‘Goodness Inside’—both in its products and its purpose of making the planet greener. As someone who is an ardent believer in the power of natural ingredients for skincare, I’m excited to be part of this journey of bringing natural skincare products to Indian consumers like me. Partnering with Shilpa Shetty Kundra in this journey makes it even more special, and I can’t wait for everyone to experience the magic of nature with us!”
Shilpa Shetty Kundra, who continues her association with Mamaearth, added, “Mamaearth has always been close to my heart because of its commitment to safe, natural, and effective skincare. I’m delighted to continue this journey with the brand and to welcome Palak Tiwari as a part of the Mamaearth family. It’s wonderful to see the powerful tradition of natural skincare products being embraced by the younger generations as well. Through this campaign, we hope to inspire more people to choose goodness for their skin.”
Anupama Ramaswamy, Chief Creative Officer & Joint MD, Havas Creative India, highlighted the inspiration behind the campaign, “Every young woman knows the feeling—you glance at an old photo and wish you could bring back that lost glow. But what seems like stubborn tanning isn’t as permanent as it feels. With the natural goodness of Ubtan, it can be easily reversed. That’s where Mamaearth’s Ubtan Face Wash comes in—a simple, effective solution for tanning. Our narrative taps into a real, relatable concern with authentic storytelling. And the Shilpa Shetty Kundra-Palak Tiwari duo was the perfect choice to deliver this message—Shilpa, a timeless icon, and Palak, a rising star, bridging generations effortlessly.”
