Mamaearth Unveils Fresh and Playful Rice Face Wash Campaign Featuring Palak Tiwari

Mamaearth has launched a lively new digital campaign for its Rice Face Wash, featuring its brand ambassador Palak Tiwari in a tennis-themed film that perfectly blends freshness, energy, and radiance. The ad celebrates the spirit of modern skincare enthusiasts who want fun, effective, and natural beauty solutions.

A playful spin on skincare

Set against a sunny tennis court, the campaign film captures Palak’s spontaneous charm and confident energy as she embodies the brand’s youthful identity. The story cleverly uses the game’s dynamics to symbolize balance and bounce just like the dual benefits of rice water and niacinamide that power the product’s “double hydration” formula.

With glowing skin, vibrant visuals, and catchy transitions, Palak effortlessly demonstrates how the Rice Face Wash keeps her skin hydrated, smooth, and radiant even under the sun.

The message behind the glow

Snigdha Anand, SVP and Brand Head of Marketing at Mamaearth, shared the vision behind the campaign. “With this film, we wanted to take a fun, youthful approach while landing a strong message of hydration and glow backed by the power of rice water and niacinamide. Rice water has been a part of beauty rituals for centuries, and we’ve reimagined it for today’s skincare routines,” she said.

Anand added that Palak’s lively persona was the perfect fit to bring the concept to life, as her confident screen presence resonates with a young audience that values both playfulness and performance in skincare.

Connecting with India’s new skincare generation

This marks Palak Tiwari’s second collaboration with Mamaearth, following her successful appearance in the Ubtan Face Wash campaign. With this new film, the brand continues to strengthen its bond with India’s digitally active youth who prefer skincare that is easy, effective, and trendy.

The campaign is being promoted across social and digital platforms, ensuring wide reach among Gen Z and millennial consumers. Its bright, relatable tone and catchy visuals make it stand out amid the festive clutter, establishing Mamaearth as a brand that truly understands the pulse of modern beauty culture.

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