CE DESK 
Discover how Mamaearth’s new Rice Face Wash campaign with Palak Tiwari highlights radiant glass skin through a fun, youthful tennis-themed film featuring a powerful double hydration formula with rice water and niacinamide.
Mamaearth has unveiled a new and vivacious campaign for its Rice Face Wash, with Palak Tiwari as the ambassador. Shot on a cheerful tennis court, the film ingeniously connects skincare with tennis and exuberance, while spotlighting youthful confidence, along with the glow of healthy skin. The campaign features the face wash’s new double hydration promise with rice water and niacinamide, and highlights their skin brightening and moisturizing benefits.
This is Tiwari’s second collaboration with the brand after the Ubatan Face Wash campaign earlier this year. The new film captures her playful wonderful persona, signifying the product’s promise of the ‘glass skin glow’. Snigdha Anand, SVP & Brand Head – Marketing at Mamaearth, mentioned the aim of the film is to portray hydration rice water benefits, while making skincare playful.
Snigdha Anand, SVP & brand head – marketing, Mamaearth, said:“With this campaign, we wanted to take a fun, youthful approach while landing the strong message behind the Rice Face Wash, hydration and glow backed by the power of rice water and niacinamide. Rice water has long been celebrated in beauty rituals, and we’ve reimagined it for today’s skincare routines with a film that feels fresh, aspirational, and full of energy. With Palak’s vibrant personality leading it, we’re confident this message will resonate deeply with young consumers.”
Targeting young digital consumers, the campaign speaks to the young, digitally-oriented audience the brand aims for. With Palak’s charm and Mamaearth’s confidence, the campaign champion’s inner confidence.
