18November 2025 – To debut the new Champi Slick Stick (INR999), indē wild continues its winning streak with powerful storytelling, with a campaign starring supermodel Elsa Hosk and founder Diipa Büller-Khosla – where global fashion meets the heritage behind the slick-back.
Inspired by active movement and high-performance beauty, the campaign celebrates women who live life in motion, seeking long-lasting style, effortless maintenance, and real hair health benefits as they go through their several roles in a single day.
Shot through a modern sport-style lens, the visual story brings together Scandinavian minimalism and South Asian heritage, a powerful reminder that sleek styles and strong hair belong to everyone.
A GLOBAL FACE FOR A GLOBAL STORY
Supermodel Elsa Hosk is the face of the Champi Slick
Stick is a reflection of indē wild’s global spirit, where stories
connect across cultures. Known for her effortless
Scandinavian cool, she represents how timeless rituals
evolve and travel. Paired with Diipa, she brings the story full
circle, from South Asian roots to worldwide adoption, proving
that beauty is strongest when worlds come together.
Elsa added, “There’s something really inspiring about what’s
happening with beauty in India right now, with the rituals and
storytelling. It’s thoughtful, it’s intentional, and it’s all about how
something makes you feel, and that is where beauty thrives.”
RECLAIMING THE ORIGINAL SLICK BACK
The slick-back may be trending everywhere as the “clean girl aesthetic” from runways and red carpets to gyms and clubs, but its roots run deeper than that. For generations, South Asian women have used Champi hair-oiling rituals to create smooth, glossy, nourished buns adorned with jasmine and temple flowers, referenced even in ancient Ayurvedic texts like the Charaka Samhita. Now, indē wild brings that ancestral strength into the modern beauty world, powered by Ayurveda, backed by biotech, and styled by icons. Elevating the slick back experience to what it was always meant to be: a protective style with strength and repair at its centre.
“This campaign is about bringing worlds together,” adds
Diipa Büller-Khosla, Founder and CEO of indē wild. “The
slick-back has travelled from South Asian homes to global
runways and back, and today it’s become a style that
belongs to everyone. With this campaign, we’re connecting
its roots and its evolution – marrying high-fashion style
with the ancient strength philosophy it was rooted in for the
modern woman on the go.”
THE CHAMPI LEGACY, REINVENTED
Indē Wild continues to redefine the intersection of heritage and high-performance beauty. From the cult-favourite Champi Hair Oil to the new Champi Bond Repair Shampoo and Conditioner, the brand reimagines its iconic Champi ritual into a cultural conversation. Its latest campaign, featuring the OG supermodels of the ’90s, pays tribute to the women who defined Indian beauty and fashion and reframed them as symbols of timeless strength and beauty.
MEET THE CHAMPI SLICK STICK
*clinical studies and results are available upon request.
A first-of-its-kind, triple-action breakthrough where frizz
control meets styling meets bond repair innovation delivering:
- 72-hour frizz control even in 80% humidity
- 24-hour smooth, flexible hold
- 32% less breakage from the first use
Designed for all hair types and every kind of day – school runs,
boardrooms, late night touch-ups, and everything in between – the Champi Slick Stick delivers clean, glossy control with no stiffness and all nourishment.
