Raashii Khanna Shines Bright for Emami Pure Glow’s Skin Revolution
Emami enters the ₹4,000 Cr brightening-cream segment with Pure Glow, fronted by Raashii Khanna—promising two-week radiance, deep moisturization, and science-meets-nature efficacy.
Prakhar
Entering the Glow Game
Emami’s Pure Glow marks the company’s bold move into India’s booming ₹4,000 Cr brightening-cream market. To amplify impact, the brand has roped in actress Raashii Khanna, whose pan-Indian appeal lends both aspirational glam and trusted relatability.
Six-Way Brightening Action
Powered by clinically proven niacinamide and Japanese sakura flower extracts, Pure Glow promises visible brightness in two weeks, 50% more moisturization, and dark-spot reduction in seven days. The luxe-feel, non-greasy formula aims to resolve common cream frustrations: white cast, patchy application, and fading efficacy.
Storytelling Through Science and Soul
The hero film juxtaposes Khanna’s on-set glow with real-life close-ups of women across age groups, underscoring the product’s universal promise. Backed by Emami’s “deep-penetration technology,” the narrative balances high-tech lab imagery with nature-in-bloom visuals, marrying innovation with heritage.
Omnichannel Amplification
Pure Glow debuts with synchronized TV, digital, and retail rollouts. In-store skin diagnostics kiosks offer personalized consultations, while social media filters let users “try on” the glow virtually. Limited-edition packaging signed by Khanna and exclusive sampler sachets drive both trial and aspirational buzz.
Redefining Radiance for All
By combining celebrity endorsement with science-backed claims and immersive experiences, Emami positions Pure Glow not just as a cream, but as a confidence catalyst—reimagining brightening care for the modern Indian consumer.
