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 –

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.

Latest Reads
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories