The campaign
Chandrika, the Ayurvedic soap brand from Wipro Consumer Care and Lighting, has launched a new film with actor and long-standing ambassador Keerthy Suresh. Afaqs! does not name an agency or director for the work, and no specific release date is given. The rollout is Kerala-first: television channels across the state, outdoor media in Kerala, and digital platforms.
- Brand: Chandrika, Wipro Consumer Care and Lighting
- Face of the campaign: Keerthy Suresh
- Setting: a traditional Kerala wedding
- Ingredients highlighted: coconut oil and seven Ayurvedic herbs
- Media: Kerala TV, outdoor and digital
The film is built around Chandrika’s promise of naturally glowing skin, updated for a younger audience rather than presented simply as a legacy product.
What the film says and how
Set against a traditional Kerala wedding, the film follows Gowri, a young girl who is curious about a mystery guest whose radiant appearance turns heads. Gowri follows her through the festivities, and the guest is eventually revealed to be Keerthy Suresh. When Gowri asks for the secret behind her naturally glowing skin, the actor points to Chandrika.
It is a reveal-led narrative rather than a clinical demonstration. The soap’s ingredients, coconut oil and seven Ayurvedic herbs, are showcased as the reason for the glow. The message is ingredient-led: naturally glowing skin through Ayurvedic ingredients in a coconut oil base.
The response so far
The source report does not quantify audience response, shares or comments. It frames the work around Keerthy Suresh’s star turn and the brand’s natural beauty story. Without view counts or engagement data, the picture is still early-launch rather than proven viral.
The category context
Chandrika is described as India’s first Ayurvedic soap, with a heritage of more than eight decades. The campaign arrives as a new generation of consumers looks for natural and authentic beauty cues. Instead of competing on modern cosmetic claims alone, the brand leads with tradition: an Ayurvedic formulation in a coconut oil base.
“Chandrika has a rich heritage of over eight decades as India’s first Ayurvedic soap.”
Ravindra Ramavath, senior general manager – marketing at Wipro Consumer Care, said the film brings that aspiration alive through its relatable narrative and Keerthy Suresh’s portrayal. He described the campaign as modern yet rooted in tradition.
What to watch next
The media plan is concentrated in Kerala, so the immediate question is whether this stays a regional play or expands into other markets. Afaqs! does not mention additional languages, national television cuts or influencer tie-ups. Marketers can watch whether Chandrika extends the film and whether the naturally glowing skin promise gets more product-led or creator-led follow-ups.
For now, the campaign is a test of how a heritage Ayurvedic brand uses a familiar face and a local setting to modernise without walking away from its ingredient story.
Watch the original: Chandrika on YouTube
Source: Afaqs!
