indē wild teams up with Anupama Parameswaran for Champi campaign

MUMBAI: When beauty comes full circle, sometimes it starts with a little oil and a lot of memories. Global Indian beauty brand indē wild, founded by Diipa Büller-Khosla, has partnered with actress Anupama Parameswaran for a campaign that puts the spotlight on the traditional Champi ritual and the personal stories that continue to shape how Indian women approach beauty.

At the centre of the collaboration is Champi Hair Oil, a product rooted in Büller-Khosla’s family history. More than 40 years ago, her mother, Dr Sangita Khosla, formulated the family’s hair oil while living in Chennai, laying the foundation for the ritual that would eventually become part of indē wild’s beauty offering.

For Anupama, the association is personal too. The actress has recalled watching her mother and grandmother prepare their own versions of the oil while growing up, and says Champi has remained part of her own beauty routine.

The connection runs a step further: Anupama was already a user of indē wild’s Champi Hair Oil before joining the campaign. That existing relationship forms the basis of the brand’s storytelling, rather than presenting the collaboration as a conventional celebrity endorsement.

The campaign follows Anupama as she reflects on her relationship with Champi, her connection to her roots and the changing way she views her hair and beauty. It explores how an age-old ritual can find a place in contemporary beauty routines without losing the cultural memories attached to it.

For Büller-Khosla, the collaboration also represents a full-circle moment, given Anupama’s familiarity with both the product and the ritual before the partnership began.

Anupama said Champi had been part of her life “for as long as I can remember”, adding that her relationship with her hair had evolved from being one of her biggest insecurities to becoming part of her identity. She also highlighted indē wild’s approach of combining Ayurveda with modern science while retaining the essence of traditional rituals.

The campaign forms part of indē wild’s broader positioning around Indian beauty, with the brand looking to spotlight varied and personal experiences rather than a single definition of what beauty should look like.

With Anupama bringing a South Indian perspective to a ritual already central to the brand’s heritage, the campaign also gives indē wild another route to strengthen its presence in the South Indian market, while connecting traditional beauty practices with a younger generation.