Kerala-based personal care brand Cuticura has appointed popular actor Priya Prakash Varrier as its new brand ambassador as the company marks its 25th anniversary under Cholayil’s ownership.
The announcement was made at an event in Kochi, where Cuticura also unveiled its refreshed brand identity and introduced a new brand film as part of its latest marketing campaign. The television commercial was premiered at the event, with music by Gopi Sundar and direction by filmmaker V. K. Prakash (VKP).
The new campaign focuses on the connection between all-day freshness and confidence, positioning Cuticura for a younger and more contemporary consumer audience.
New Products Focus on Long-Lasting Freshness
As part of its product refresh, Cuticura has introduced new talcum powder variants featuring Fragrance Encapsulation Technology, which the company says can provide fragrance and freshness for up to eight hours.
The product and branding changes are aimed at keeping the brand aligned with evolving consumer expectations and modern lifestyles. The company is particularly focusing on women seeking personal-care products that fit into active, fast-paced routines.
According to Anupam Katheria, CEO of Cholayil Private Limited, the brand’s latest transformation is intended to keep Cuticura relevant to changing consumer needs while building on its established presence in the personal-care market.
Marketing Vice President Roopa Murdharkar said Priya Prakash Varrier’s association is expected to complement the brand’s contemporary positioning and communicate its emphasis on freshness and confidence to younger consumers.
A Legacy of More Than 160 Years
Cuticura traces its origins to the United Kingdom, where the brand was established in 1865. Cholayil Group acquired Cuticura from Muller & Phipps in 2001, subsequently expanding its presence in Kerala’s personal-care market.
Over the years, the brand has expanded beyond its traditional talcum powder category. Its current portfolio includes soaps, body washes, roll-ons and hand washes, alongside its established range of talcum powders.
The Kochi event was attended by Pradeep Cholayil, Chairman and Managing Director of Cholayil Group; Anupam Katheria, CEO; and Roopa Murdharkar, Vice President – Marketing, among other company representatives.
Cholayil Private Limited, which owns Cuticura, is also behind established personal-care brands including Medimix and Krishna Thulasi. With its refreshed identity, new product technology and celebrity-led campaign, Cuticura is seeking to strengthen its relevance among a new generation of personal-care consumers while retaining the heritage built over decades.
