CUTICURA MARKS SILVER JUBILEE WITH PRIYA VARRIER AS BRAND AMBASSADOR

Cuticura has appointed film star Priya Varrier as brand ambassador during its silver jubilee celebrations, launching a new talcum powder with eight-hour fragrance encapsulation. The innovation will expand across products, targeting younger consumers. Backed by Cholayil Group leadership, the partnership strengthens Cuticura’s cultural relevance and marks a new chapter in its journey.  

Cuticura, the personal care brand under the Cholayil Group, has announced film star Priya Varrier as its new brand ambassador, marking a significant milestone in its silver jubilee celebrations. The announcement coincides with the launch of a new talcum powder and a dedicated advertising campaign tailored for Gen Z customers, underscoring the brand’s commitment to expanding its reach and relevance among younger audiences.  

The new talcum powder, unveiled during the celebrations, features fragrance encapsulation technology that promises up to eight hours of freshness. This innovation reflects Cuticura’s focus on combining tradition with modern consumer needs, ensuring that its products remain both accessible and appealing to a new generation. The company confirmed that this technology will be extended across more products in the portfolio, reinforcing its ambition to deliver long-lasting fragrance protection as a standard feature.  

Speaking at the launch, Pradeep Cholayil, Chairman and Managing Director of Cholayil Group, highlighted the importance of the innovation in strengthening Cuticura’s connection with young consumers. “The talcum powder, with its eight-hour fragrance protection, will bring Cuticura to more young consumers. Fragrance encapsulation is a breakthrough that we will expand to more products, ensuring freshness and confidence throughout the day,” he said.  

The event was attended by key members of the Cholayil leadership team, including Director Susmera Cholayil, CEO Anupam Kateriya, and Marketing Vice President Rupa Murudkar, who collectively emphasised the brand’s vision of blending heritage with innovation. Their presence underscored the strategic importance of the silver jubilee celebrations, not only as a marker of longevity but also as a platform to showcase the brand’s future direction.  

Priya Varrier’s association with Cuticura is expected to resonate strongly with younger consumers, particularly in regions where her popularity as a film star has created a loyal following. Her youthful image and relatability align with Cuticura’s positioning as a brand that champions freshness, confidence and everyday relevance. The partnership signals a deliberate move by the company to strengthen its cultural connection and broaden its consumer base.  

As Cuticura celebrates 25 years in the personal care market, the brand’s renewed focus on innovation and consumer engagement highlights its ambition to remain a trusted name in households across India. With the combination of advanced fragrance technology and a high-profile ambassador, Cuticura is positioning itself to capture the imagination of a new generation while staying true to its legacy of quality and care.