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 – https://drive.google.com/file/d/0Bx8rGy2LMY_eNDFQaWtQM0toUUU/view

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.