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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
