Ad Campaigns
Cuticura launches ‘Simplifying skincare’ TVC
MUMBAI: Cuticura recently launched a TVC. Like many iconic brands that have carved a niche space in the minds of the consumer, Cuticura shared the same problem of timeless brands – how to stay relevant?
The new commercial features a young and fearless explorer, on a quest to unlock the secret of Ra; the Egyptian Sun God. On entering Ra’s tomb, she activates an ancient security device that fills the chamber with a grid lock of harmful sun’s rays. Undaunted, she gracefully negotiates them with a series of twirls and bends. And in the end is rewarded as the Statue of Ra yields its secret – Cuticura Talc. The young protagonist then sprays herself with the talc and walks out into the harsh desert sun smiling.
TVC link – https://drive.google.com/file/d/0Bx8rGy2LMY_eNDFQaWtQM0toUUU/view
The commercial is currently on air and is being supported by a campaign covering TV, Print ,Radio, Cinema and Digital media.
Talc is still a well penetrated market in south India, yet it is stagnant. Cuticura with its new branding direction “Skincare Simplified” needed to give consumers a more ‘unique’ reason for using talc in the 21st century. That’s when the group Cholayil Private Ltd. decided to look into the sunscreen segment and the possibility to offer consumers a simpler and inexpensive sunscreen solution.
“We see a significant opportunity for Cuticura to be developed as a skin care mother brand; with an immediate positioning of simple skincare solutions so that the consumer can maintain her natural beauty. This foray can be immediately led through the powder category with Cuticura Talc, which already has a very strong freshness based equity”- Cholayil Private head marketing & NPD Murari Srinivasa.
Stark Communication and Cholayil worked closely to arrive at the communication that would take the Cuticura brand forward.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
