inde wild has rolled out a campaign featuring actor Anupama Parameswaran to celebrate the beauty rituals, cultural memories, and ideas of beauty that continue to shape a new generation of Indian women through a champi.

The campaign comprises an ad film.  

At the heart of the film is champi, a ritual deeply rooted in inde wild’s heritage and Anupama Parameswaran’s memories of growing up in South India. Through intimate conversations and personal reflections, she revisits watching her mother and grandmother make their own oils, the role the ritual played in her childhood, and how she has carried it into her own beauty routine. The film explores how champi has evolved across generations, retaining its cultural significance while taking on new meaning for a younger generation.

What we think about it: The film’s biggest strength is its authenticity, with the actor's personal connection to champi making the product integration feel natural rather than forced. However, its message around evolving traditions feels familiar, and the brand could have brought a more distinctive point of view to the idea.

Diipa Büller-Khosla, founder, inde wild, said, “What makes this collaboration with Anupama feel particularly special is how naturally it came together. I have always admired her beautiful hair, and discovering that she was already an organic user of inde wild’s Champi Hair Oil and genuinely loved it made the connection feel incredibly authentic. She had experienced the ritual and the product before we ever came together professionally, so there was already a real relationship with the brand. To now be able to share that story with her audience, and have her bring her own memories and experience of champi into the conversation, feels like a true full-circle moment. For me, that kind of genuine connection is what makes a collaboration meaningful.”