Vivel rolls back the years with Sharmila Tagore and AI

ITC Vivel has launched its premium range of bathing bar VedVidya. For this, the brand has rolled out a film featuring actor Sharmila Tagore.

 

Conceptualised by Brand David, the film featuring the actor uses artificial intelligence. In this film, Tagore tells her granddaughter the secret of her beauty. It shows the actor in her younger avatar revealing ITC's VedVidya as the secret.  

 

Sameer Satpathy, divisional chief executive, personal care products business, ITC, said, “ITC Vivel with VedVidya heralds a new and modern perspective of timeless beauty with ingredients inspired by ancient beauty rituals. An ideal amalgamation of technology and ancient beauty concoction in the new narrative helps us bring to life the proposition of beauty in an interesting and never seen before way. This technology enables us to retell the ‘old is gold’ story and still remain relevant in the beauty space today. With Ms. Sharmila Tagore at the helm, Vivel VedVidya aims to tell a timeless beauty story, to present an indelible experience of ancient beauty weaved into modern day values.”