17 October 2025: Mamaearth, India’s leading purpose-driven baby and personal care brand, has unveiled a fresh, youthful campaign for its Rice Face Wash, featuring Bollywood actor and brand ambassador Palak Tiwari. With an energetic, playful narrative set at a tennis game, the campaign puts a fun twist on skincare spotlighting how the natural goodness of rice water and niacinamide power a double hydration formula for a luminous glass skin glow.
The film captures Palak in her element, energetic, radiant, and confident, as her glowing skin turns heads on the court. Between serves and smiles, she reveals her skincare ace: Mamaearth Rice Face Wash. The film’s upbeat energy, youthful vibe, and modern aesthetic reflect Mamaearth’s philosophy of blending nature, science, and spirited storytelling that connects with today’s generation.
Speaking about the campaign, Palak Tiwari shared,
“Glass skin isn’t just a trend anymore, it’s what my generation genuinely wants. We want skin that feels fresh, hydrated, and full of life! This film was so much fun to shoot, it captures that playful, confident vibe we all love. Mamaearth Rice Face Wash gives me that double hydration and glow, without the fuss, and keeps my skin feeling as good as it looks.”
Snigdha Anand, SVP & Brand Head – Marketing, Mamaearth, added,
“With this campaign, we wanted to take a fun, youthful approach while landing the strong message behind the Rice Face Wash, hydration and glow backed by the power of rice water and niacinamide. Rice water has long been celebrated in beauty rituals, and we’ve reimagined it for today’s skincare routines with a film that feels fresh, aspirational, and full of energy. With Palak’s vibrant personality leading it, we’re confident this message will resonate deeply with young consumers.”
The campaign will be amplified pan-India across digital platforms. This marks Palak Tiwari’s second collaboration with Mamaearth, following the Ubtan Face Wash campaign earlier this year.