Mumbai: In search for the best that nature has to offer, an invaluable source of wisdom is often the Vedas. ITC Vivel has launched Vivel VedVidya, a crafted bathing bar. The brand introduces its VedVidya range with actress Sharmila Tagore.

Vivel VedVidya brings to bear the beauty traditions of ancient India, passed on through generations and ingredients that transcend the test of time. The VedVidya TVC features Tagore bringing back to life her younger self using AI technology, enabling audiences to relive and experience conversations from an era ago. With the new Vivel VedVidya launch, the brand aims to demonstrate the unique product attributes and benefits of radiant and soft skin in an innovative, never seen before manner. This is the first time Tagore will be seen lending herself, and a digitally created avatar of her younger self to a beauty brand campaign.

ITC Limited divisional chief executive Sameer Satpathy shared “ITC Vivel with VedVidya heralds a new and modern perspective of timeless beauty with ingredients inspired by ancient beauty rituals. An ideal amalgamation of technology and ancient beauty concoction in the new narrative helps us bring to life the proposition of beauty in an interesting and never seen before way. This technology enables us to retell the ‘old is gold’ story and still remain relevant in the beauty space today. With. Sharmila Tagore at the helm, Vivel VedVidya aims to tell a timeless beauty story, to present an indelible experience of ancient beauty weaved into modern day values.``

Vivel VedVidya brand ambassador Sharmila Tagore added,

“Beauty I believe is always a personal choice. I belong to an era where beauty was to do with the simple but the most incredible ingredients and a generational know-how for skin care. These ancient beauty secrets are truly the core of timeless beauty. I am so happy to collaborate with Vivel VedVidya and revisit some of these ancient beauty recipes that have also been prevalent in my family. I am delighted to be a part of this innovative product and this unique storytelling journey that enables access to such experiences through the everyday ritual of a bath.”