Following his current journey to Goa for Oppo, Ishaan Khatter is as soon as once more making headlines for a model promotion, bringing Goa’s relaxed vibe—and leaving his shirt behind—straight to the studio.
Ayurvedic magnificence model indē wild has onboarded the Bollywood actor and youth icon as its first male model ambassador. This collaboration marks a big shift within the magnificence business, difficult conventional gender norms and selling a extra inclusive and considerate strategy to self-care.
The marketing campaign, that includes Khatter, emphasises holistic self-care and showcases merchandise similar to Champi hair oil and Dewy Lip Therapy. With its modern visuals, the marketing campaign blends attract with authenticity, redefining male grooming in a means that’s each intimate and empowering.
The TVC reinvents the age-old Champi custom, as soon as synonymous with grandmothers vigorously oiling kids’s hair.
indē wild flips the script, displaying how the ritual has advanced into a classy self-care second—now that includes a assured, shirtless Khatter because the embodiment of the feminine gaze.
With naked pores and skin glistening beneath gentle lighting, the product’s round bottle turns into an extension of Khatter’s persona, mixing sensuality with confident masculinity.
The narrative continues with visuals that spotlight Khatter’s easy attraction as he transitions to nourishing his lips with the Dewy Lip Therapy.
Breaking stereotypes, Khatter confidently applies the outsized balm—a rarity for males in magnificence campaigns—whereas precision captures his moments of playful spontaneity and reflection, redefining self-care as each aspirational and accessible.
With a contemporary minimalist aesthetic, the marketing campaign reimagines self-care rituals by balancing sensuality and power.
Now, the intriguing half is determining whether or not Khatter will actually assist break norms and encourage males to delve into skincare or if the model’s gross sales will spike primarily with girls purchasers—for apparent causes, in fact.
World magnificence pioneer Diipa Büller-Khosla based indē wild, which debuted in October 2021, combining conventional Ayurvedic elements with up to date chemistry, an idea generally known as ‘Ayurvedistry’.
After increasing to India via Nykaa in August 2022, the model has gone world, just lately launching in Sephora UK and getting ready for its US debut.
An elated Büller-Khosla says, “As we rejoice our launch in Sephora UK and put together for our US debut, we’re not simply increasing our retail presence—we’re amplifying our mission of inclusive magnificence rooted in South Asian heritage.”
This marketing campaign, she says, “is a testomony to our dedication to difficult outdated magnificence norms. Ishaan completely embodies the trendy, all-encompassing spirit of our model”.
“We’re thrilled to companion with him to embark on this thrilling journey, additional solidifying our place on the forefront of the worldwide magnificence revolution. By means of this partnership, we’re displaying the world that ayurvedic magnificence rituals are common, genderless, and prepared for his or her world large second.”
Khatter shares his private connection to the Champi ritual, saying, “It is a deeply rooted custom, and one thing I fondly keep in mind from childhood, like numerous others. Balancing self-care with a busy schedule might be powerful, however indē wild has helped me rediscover this ritual. It is greater than only a product; it is a technique to reconnect with myself. I like that these merchandise aren’t simply cosmetics however instruments for holistic self-care accessible to everybody, no matter gender.”
The marketing campaign launches globally this month, coinciding with indē wild’s current launch in Sephora UK shops and its enlargement into the US market.
Written with the View : afaqs