Kochi: Cuticura, one of Kerala’s longstanding personal care brands, has unveiled its new television campaign, ‘Priye Sundari’, featuring actress Priya Prakash Varrier as its brand ambassador. The campaign coincides with the brand’s silver jubilee year in India and introduces the new and improved Cuticura Talc with Fragrance Encapsulation Technology, promising up to eight hours of lasting fragrance.
Designed with a hyperlocal approach for the Kerala market, the campaign blends contemporary storytelling with cultural elements that resonate with Malayalee consumers. It also marks Cuticura’s renewed focus on engaging younger audiences through digital-first communication and innovation-led product offerings while building on its long-standing legacy of trust.
The campaign positions Priya Prakash Varrier as a confident, energetic young professional who stays fresh even after a demanding workday, highlighting the product’s long-lasting fragrance benefits. Powered by Fragrance Encapsulation Technology, the revamped Cuticura Talc has been formulated to deliver freshness for up to eight hours.
Speaking on the association, Priya Prakash Varrier said, “Fragrance is one of those little things that can make a big difference to how confident you feel through the day. What I love about Cuticura is that it combines a trusted legacy with a modern promise of long-lasting freshness. I’m delighted to be part of this new chapter for the brand.”
Commenting on the launch, Anupam Katheriya, CEO, Cholayil Pvt. Ltd., said, “Kerala has always been Cuticura’s strongest market. At Cholayil, we have always believed in delivering superior consumer benefits through continuous product innovation. This campaign represents an exciting new phase for the brand as we launch New and Improved Cuticura to strengthen our emotional connection with consumers. Priya Varrier perfectly embodies the confidence, freshness and modern outlook that Cuticura stands for today.”
Rupa Murudkar, Vice President – Marketing, Cholayil Pvt. Ltd., added, “Women today lead increasingly dynamic lives and expect products that keep pace with them. Our consumer research consistently highlighted the growing need for fragrance that lasts well beyond the first few hours of application. The new Cuticura Talc addresses this need with its enhanced formulation featuring Fragrance Encapsulation Technology, while the ‘Priye Sundari’ campaign brings this superior benefit to life through a relatable and emotionally engaging story. As we continue to evolve the brand, we are also strengthening our connect with younger consumers through contemporary storytelling and a stronger digital-first approach.”
The television commercial has been directed by acclaimed filmmaker V. K. Prakash (VKP), with music composed by Gopi Sundar, combining contemporary visuals with nostalgic musical elements to celebrate Kerala’s cultural identity while appealing to a new generation of consumers.
To extend the campaign’s reach, Cuticura has also launched #EttuPriyeSundari, an influencer-led initiative featuring eight of Kerala’s leading female content creators. Led by Priya Prakash Varrier, the campaign captures eight significant hours from the creators’ daily lives across work, college, travel, performances and celebrations, reinforcing the brand’s promise of up to eight hours of lasting freshness.
