indē wild is taking its Indian beauty narrative further into South India, partnering with actor Anupama Parameswaran for a campaign rooted in one of the country’s most familiar beauty rituals — Champi.
The collaboration brings together Anupama’s personal connection with hair oiling and indē wild’s own heritage around the ritual. The brand’s Champi Hair Oil traces back more than 40 years to founder Diipa Büller-Khosla’s family, when her mother, Dr. Sangita Khosla, formulated the hair oil while living in Chennai.
For Anupama, Champi is equally personal. She grew up watching her mother and grandmother make their own hair oil and has continued the ritual herself. She was also already using indē wild’s Champi Hair Oil before the partnership, giving the collaboration a natural connection to her own beauty journey.
“What makes this collaboration with Anupama feel particularly special is how naturally it came together. I have always admired her beautiful hair, and discovering that she was already an organic user of indē wild’s Champi Hair Oil and genuinely loved it made the connection feel incredibly authentic,” said Diipa Büller-Khosla, Founder, indē wild.
Anupama added, “Champi has always been deeply personal to me. I grew up watching my mother and grandmother make their own oil, so the ritual has been part of my life for as long as I can remember.”
The campaign uses Anupama’s story to explore how traditional beauty rituals continue to find a place in contemporary Indian beauty, while giving indē wild a stronger cultural connection with audiences in the South.
At its heart, the partnership is less about introducing a new ritual and more about bringing a familiar one into a new generation of beauty conversations — with Anupama’s own relationship with Champi at the centre.
