Cuticura Introduces ‘Priye Sundari’ Campaign Featuring Priya Prakash Varrier

Cuticura, a well-established personal care brand in Kerala, has launched its latest television campaign, "Priye Sundari," featuring actor Priya Prakash Varrier as its new brand ambassador. The campaign marks an important milestone as the brand celebrates 25 years in India while strengthening its appeal among younger consumers through modern communication, digital engagement, and product innovation.

Created specifically for the Kerala market, the campaign blends regional cultural elements with a contemporary narrative that reflects the aspirations and lifestyle of today's young Malayalee women. Through this approach, Cuticura aims to maintain its legacy of trust while presenting itself as a more modern and relatable personal care brand.

At the centre of the campaign is the new and improved Cuticura Talc, formulated with Fragrance Encapsulation Technology, which is designed to provide freshness for up to eight hours. The television commercial portrays Priya Prakash Varrier as a confident young professional who remains fresh and energetic throughout a demanding workday, highlighting the product's long-lasting fragrance and confidence-boosting benefits.

The campaign has been directed by acclaimed filmmaker V. K. Prakash (VKP), while renowned music composer Gopi Sundar has created the soundtrack. Together, the visuals and music deliver a campaign that balances nostalgia with a modern aesthetic, celebrating Kerala's cultural identity while appealing to a new generation of consumers.

To further expand the campaign's reach, Cuticura has introduced the #EttuPriyeSundaris influencer initiative. Led by Priya Prakash Varrier, the campaign features eight prominent female content creators from Kerala who showcase different moments from their daily lives—including work, travel, education, performances, and celebrations—demonstrating the product's promise of lasting freshness throughout the day.

Through "Priye Sundari," Cuticura reinforces its commitment to innovation while strengthening its emotional connection with consumers, combining trusted product performance with contemporary storytelling and regional relevance.