Mumbai: Yardley London, the iconic fragrance and personal care brand from Wipro Consumer Care and Lighting, has unveiled a new integrated campaign celebrating over 250 years of its talc heritage, reinforcing its position as a benchmark in the category. Fronted by actor Kalyani Priyadarshan, the campaign promotes Yardley London Perfumed Beauty Talc, highlighting its super-fine texture, long-lasting freshness and natural glow.
With the message, ‘Upgrade to Yardley London Perfumed Beauty Talc’, the campaign underscores the brand’s continued commitment to delivering superior personal care products rooted in quality, consistency and sensorial excellence.
As consumers increasingly seek authenticity and product performance in an evolving personal care market, Yardley said its talc range continues to stand apart with a time-tested formulation that offers a fine texture, effective moisture absorption and a fresh floral fragrance. According to the company, a recent consumer study involving 100 participants validated these benefits across key performance parameters, reinforcing the brand’s long-standing consumer trust.
Conceptualised by Contract Advertising, the new television commercial showcases Kalyani Priyadarshan alongside three friends preparing for an outing. While two of them struggle with visible white residue and uneven application from their regular talcum powder, Kalyani achieves a smooth, natural finish with Yardley Talc. The film highlights the product’s superior application, lasting freshness and floral fragrance, positioning it as a reliable everyday grooming essential.
Speaking on the campaign, Manish Vyas, Business Head – Yardley & Enchanteur (India), said, “Yardley has a strong brand equity, established over time and our latest campaign reiterates our promise of enhancing natural beauty. Our talc range continues to define category excellence, delivering superior performance that transforms daily routines into moments of confidence and grace.”
Sharing her thoughts on the association, Actress Kalyani Priyadarshan said, “Yardley has always felt familiar to me. It’s one of those brands that’s been around for years and has earned people’s trust. I love how Yardley Talc keeps me feeling fresh through the day, and I’m really happy to be associated with a brand that continues to stand for quality and consistency.”
The campaign is being rolled out across television, digital and social media platforms, supported by an extensive out-of-home (OOH) presence across Kerala, Tamil Nadu, Andhra Pradesh, Telangana and Maharashtra.
