In an exciting new development, Mamaearth, the leading brand in natural skincare, has unveiled its latest TV campaign featuring Palak Tiwari as the newest face of the brand. Palak joins Shilpa Shetty Kundra, who continues her long-standing association with Mamaearth, in this engaging and impactful campaign. Conceptualized by Havas Creative India, the campaign focuses on the power of natural ingredients, particularly in Mamaearth’s popular Ubtan Face Wash, known for its age-old benefits derived from Turmeric and Saffron.
The new TV campaign addresses a common concern—how external factors like the sun, dust, and pollution affect the skin’s natural glow. The storyline begins with Palak Tiwari looking back at her radiant complexion from earlier days, only to realize that the harsh environmental factors have caused her skin to lose its glow. She then wonders how to regain her natural radiance. Enter Shilpa Shetty Kundra, who steps in to introduce Palak to Mamaearth’s Ubtan Face Wash, a product enriched with Turmeric and Saffron, inspired by traditional Ubtan skincare remedies.
This natural, easy-to-use face wash helps to rejuvenate the skin, offering a “Tan Hataye, Glow Lautaye” solution to the problem of skin dullness. The narrative is light-hearted yet powerful, effectively showcasing how Mamaearth’s Ubtan Face Wash can restore skin’s natural glow while combating the adverse effects of pollution and sun exposure.
In welcoming Palak Tiwari to the Mamaearth family, Anuja Mishra, EVP and Chief Marketing Officer of Honasa Consumer Limited, emphasized her perfect fit for the brand. Palak, known for her authenticity, confidence, and bold spirit, resonates strongly with younger audiences—making her an ideal choice to represent Mamaearth’s values. Alongside the ever-popular Shilpa Shetty Kundra, this dynamic duo exemplifies Mamaearth’s commitment to providing safe, effective, and natural skincare solutions.
Palak herself expressed her excitement about joining the brand, stating, “I am beyond thrilled to be a part of the Mamaearth family, a brand that stands for ‘Goodness Inside’ and promotes natural, sustainable skincare. Mamaearth’s commitment to creating products that are not only good for our skin but also for the planet is something I truly believe in. It’s amazing to be collaborating with Shilpa Shetty Kundra on this journey, and I can’t wait for everyone to experience the goodness of nature through our products.”
Shilpa Shetty Kundra, a long-time ambassador of Mamaearth, also expressed her joy at the growing popularity of natural skincare among younger generations. “Mamaearth has always been close to my heart because of its dedication to natural and safe skincare,” Shilpa said. “I’m excited to continue my journey with Mamaearth and welcome Palak to the brand. It’s heartening to see a younger generation embracing the traditions of natural skincare, and I believe our new campaign will inspire many people to choose natural goodness for their skin.”
The campaign’s creative concept centers around a simple, relatable story that taps into the universal desire for glowing, healthy skin. According to Anupama Ramaswamy, Chief Creative Officer and Joint MD at Havas Creative India, the inspiration for the campaign came from a very real experience many people can relate to: looking back at old photographs and wishing to reclaim the glow they once had. The message of the campaign is clear—Mamaearth’s Ubtan Face Wash offers an effective, natural way to combat skin dullness caused by environmental factors like sun exposure and pollution.
Shilpa and Palak, representing two generations of beauty, perfectly encapsulate the timeless appeal of Mamaearth’s products, with Shilpa being a beloved figure and Palak emerging as a rising star. This powerful pairing brings together tradition and modernity, connecting Mamaearth’s heritage of natural skincare with the younger audience looking for safe and reliable beauty solutions.
Ubtan, a traditional Indian skincare remedy that has been used for centuries, is known for its ability to brighten, exfoliate, and rejuvenate the skin. Mamaearth’s Ubtan Face Wash draws inspiration from this time-tested formula, enriched with natural ingredients like Turmeric and Saffron, to help restore skin’s glow. The inclusion of natural ingredients in Mamaearth’s products is at the core of the brand’s mission to provide safe, toxin-free, and effective skincare options for consumers.
With the introduction of Palak Tiwari as the brand’s new face and the ongoing partnership with Shilpa Shetty Kundra, Mamaearth is continuing to strengthen its presence in the Indian skincare market. The brand’s commitment to using natural ingredients and creating safe, effective products has resonated with millions of consumers who are increasingly looking for eco-friendly and sustainable skincare solutions.
The new campaign, combined with Mamaearth’s growing portfolio of natural skincare products, is set to further solidify the brand’s reputation as a leader in the clean beauty movement. As Mamaearth continues to expand its offerings, it remains dedicated to making skincare accessible, safe, and effective for everyone—while also supporting environmental sustainability.
Mamaearth’s new TV campaign, featuring Palak Tiwari alongside Shilpa Shetty Kundra, highlights the brand’s core values of natural, effective skincare. With its focus on the power of Ubtan and traditional ingredients like Turmeric and Saffron, the campaign successfully brings the timeless benefits of these ingredients to a modern audience. As Mamaearth continues to expand its reach and impact, both Palak and Shilpa represent the brand’s commitment to goodness inside—for the skin and the planet.
