Unilever has introduced its UK-based herbal infusion brand, Pukka, in India, marking its entry into the country’s growing herbal tea market. As part of its launch strategy, Pukka has unveiled a new campaign, ‘Self Care in a Cup,’ featuring what it calls “the world’s most calming film”—an ASMR-inspired video designed to promote relaxation and self-care.
Created by Lowe Lintas, the film incorporates nature-inspired imagery, rhythmic sounds, and a soothing narrative, aligning with Pukka’s positioning as a wellness brand. The campaign is centred around three herbal infusions aimed at encouraging consumers to incorporate relaxation into their daily routines.
Pukka is also leveraging digital platforms to reinforce its message, running night-time activations on Spotify and Instagram to nudge late-night users toward better sleep habits. The brand’s Chamomile and Lavender infusion, positioned as a caffeine-free solution for improved sleep, blends Ayurvedic principles with herbal ingredients to help manage stress and promote relaxation.
Commenting on the campaign, Ishtpreet Singh, Beverages India Head, Unilever, said, “With Pukka, we are committed to bringing the power of herbal wellness to every home. Our world’s most calming film is more than just a visual retreat—it is an invitation for India to sip mindfully, embrace self-care, and build healthier relaxation rituals.”
Pukka’s herbal infusions are now available across major metros and leading e-commerce platforms in India.