Indian beauty brand indē wild, founded by Diipa Büller-Khosla, has teamed up with actress Anupama Parameswaran for a new campaign built around one of India’s most familiar beauty rituals: champi.
The collaboration brings together beauty, family memories and traditional hair care, while introducing indē wild’s take on the ritual to a wider audience in South India. At the centre of the campaign is the brand’s Champi Hair Oil, a product with a family story that began more than four decades ago.
For many Indian families, champi is more than applying oil to the hair. It is often associated with mothers, grandmothers, weekend routines and time spent together at home.
For indē wild, that connection is especially important. The story of its Champi Hair Oil goes back more than 40 years, when Diipa Büller-Khosla’s mother, Dr. Sangita Khosla, developed the family hair oil while living in Chennai.
What started as a personal family practice eventually became one of indē wild’s best-known products, combining an old Indian hair-care ritual with a modern beauty brand approach.
Anupama Parameswaran brings her own memories of champi to the campaign. The actress has spoken about growing up watching her mother and grandmother prepare their own hair oil, making the ritual a familiar part of her childhood.
She was also already using indē wild’s Champi Hair Oil before the collaboration came together. That existing connection gives the campaign a more personal angle, rather than presenting champi simply as a traditional beauty trend.
In the campaign, Anupama talks about her relationship with her hair, her family memories and the role beauty rituals have played in her life.
Anupama also opens up about how her relationship with her hair has changed over the years.
She describes her hair as having once been one of her biggest insecurities, before eventually becoming an important part of her identity. That change adds another layer to the campaign, shifting the conversation from hair care alone to confidence and personal identity.
She also says she appreciates indē wild’s approach of bringing together Ayurveda and modern science while retaining the familiar rituals that many Indians grew up with.
For indē wild founder Diipa Büller-Khosla, working with Anupama was a natural fit because of the actress’s existing relationship with the product.
Büller-Khosla said she had admired Anupama’s hair and later discovered that the actress was already an organic user of Champi Hair Oil. According to her, that made the partnership feel genuine from the beginning.
The campaign therefore focuses less on a conventional celebrity endorsement and more on a shared connection to a ritual that has personal meaning for both the brand and the actress.
The partnership is also significant for indē wild’s growth across India’s regional markets. Anupama’s strong connection with audiences in South India allows the brand to tell its Indian beauty story through someone whose own experiences closely reflect the traditions being discussed.
The campaign’s larger message is that traditional beauty practices do not have to remain exactly as they were. They can change with each generation while still retaining the memories and emotions that made them meaningful in the first place.
A little more about champi
Champi has long been part of Indian household hair-care routines, with different regions and families developing their own combinations of oils, herbs and application techniques. The practice has traditionally been associated not only with hair care but also with relaxation and family bonding.
That makes champi particularly well suited to today’s beauty conversations, where consumers are increasingly interested in the story and cultural roots behind familiar ingredients and rituals – not simply the finished product.