indē wild teams up with Anupama Parameswaran for Champi campaign
CE DESK 
Global Indian beauty brand indē wild, founded by Diipa Büller-Khosla, has partnered with actress Anupama Parameswaran for a new campaign centred on the champi ritual, positioning the traditional hair-oiling practice as a bridge between heritage and contemporary Indian beauty. The collaboration is designed to extend indē wild’s “Indian Beauty Story” deeper into South India, leveraging Anupama’s connect with Malayalam, Telugu and Tamil audiences.
At the heart of the campaign is champi, a ritual closely tied to indē wild’s heritage and to Anupama’s own beauty journey. The actress has spoken about growing up watching her mother and grandmother make their own versions of hair oil and continuing the practice in her own routine, and was already an organic user of indē wild’s Champi Hair Oil before the partnership. The campaign film features Anupama reflecting on her relationship with champi, her connection to her roots and how traditional rituals can evolve while retaining their cultural significance.
“Champi has always been deeply personal to me. It’s a ritual I grew up with, watching my mother and grandmother make their own oils, and something I still carry into my own routine. Partnering with indē wild felt like a natural extension of that because they’re building a modern brand around the same traditions I’ve always believed in.”
— Anupama Parameswaran
“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 indē wild’s Champi Hair Oil and genuinely loved it made the connection feel incredibly authentic.”
— Diipa Khosla, Founder, indē wild
The partnership brings the brand’s champi narrative to South India through Anupama’s personal connection with the ritual, aiming to resonate with a new generation of Indian women who are reinterpreting heritage practices for modern life. By choosing a celebrity who is already a genuine user, indē wild is leaning into authenticity over hard-sell, using the campaign to reinforce its positioning around modern Ayurveda, cultural memory and ritual-led beauty rather than just product features.
