New Delhi: Global Indian beauty brand indē wild, founded by Diipa Büller-Khosla, has partnered with actress Anupama Parameswaran for a new campaign highlighting the champi ritual, beauty traditions and cultural memories shaping contemporary Indian women.
The collaboration centres on Champi, a traditional hair-oiling ritual that is closely connected to indē wild’s heritage and Anupama’s personal beauty journey. The brand’s Champi Hair Oil traces its origins to more than 40 years ago, when Diipa’s mother, Dr. Sangita Khosla, formulated the family’s hair oil while living in Chennai.
The partnership brings the brand’s Champi story to South India through Anupama’s personal connection with the ritual. The actress has spoken about growing up watching her mother and grandmother make their own version of the oil and continuing the practice in her own life.
Anupama was also an existing user of indē wild’s Champi Hair Oil before the collaboration, creating a connection between her personal experience and the campaign narrative.
Speaking about the collaboration, Diipa Büller-Khosla, Founder of indē wild, said:
“What makes this collaboration with Anupama feel particularly special is how naturally it came together. I have always admired her beautiful hair, and discovering that she was already an organic user of indē wild’s Champi Hair Oil and genuinely loved it made the connection feel incredibly authentic. She had experienced the ritual and the product before we ever came together professionally, so there was already a real relationship with the brand. To now be able to share that story with her audience, and have her bring her own memories and experience of Champi into the conversation, feels like a true full-circle moment. For me, that kind of genuine connection is what makes a collaboration meaningful.”
The campaign features Anupama reflecting on her relationship with Champi, her connection to her roots and her experience with indē wild. It explores how traditional beauty rituals can evolve while retaining their cultural significance.
“Champi has always been deeply personal to me. I grew up watching my mother and grandmother make their own oil, so the ritual has been part of my life for as long as I can remember. I was also already using indē wild’s Champi Hair Oil and genuinely loved it, so this collaboration felt very natural. What I love about indē wild is the way it brings together the wisdom of Ayurveda with modern science, without losing the essence of the rituals we grew up with. My relationship with my hair has gone from being one of my biggest insecurities to becoming a part of my identity, and that shift has completely changed the way I see beauty,” said Anupama Parmeswaran.
The collaboration is part of indē wild’s broader approach to Indian beauty, focusing on diverse and personal experiences rather than a single definition of beauty. Through Anupama’s story, the campaign seeks to connect traditional Indian rituals with the experiences of a newer generation while strengthening the brand’s presence in the South Indian market
