Kama Ayurveda × Darlings, 2022
- Brand
- Kama Ayurveda · Personal & home care
- Property
- Darlings · Netflix
- Tier
- Product placement
- Date
- 5 Aug 2022
- Source
- Forbes India / Storyboard18
In-film sponsor on the Netflix release. The brand's stated reason was audience fit: a luxury Ayurveda line against Netflix India's viewership.
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Kama Ayurveda's other deals
Launch · 3 Apr 2026
Launch campaign for Sandanya, Kama Ayurveda's first anti-blemish skincare range, with model and yogini Mahieka Sharma as its face and the line 'Flawless, in my own way' framing clarity over perfection. The three-product range went on sale online and in Kama stores from 1 April 2026.
Talent: Mahieka Sharma.
Rebrand · 11 Apr 2025
A full brand refurbishment for the 22-year-old label, unveiled at an immersive Mumbai event with gajra wristbands and Ayurvedic consultations: Gauravi Kumari of the erstwhile Jaipur royal family signed as brand ambassador, new and expanded ranges built around Kumkumadi, Amarrupa and Urjasara, sustainable packaging, and refurbished stores in a Kerala-inspired visual language by designer Marie-Anne Oudejans. CEO Vivek Sahni framed it as a move to win the next generation rather than stay a 'mummy's brand'.
Talent: Gauravi Kumari.
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