Developed by Salt Brand Solutions, the TVC introduces the Kaya Signature Face Therapy range and establish the brand as the ultimate beauty destination
BestMediaInfo | Delhi | June 21, 2012
Kaya, Marico's wholly-owned subsidiary, has announced its first TVC after the complete revamp of its brand identity earlier this year. The new campaign, devised by Salt Brand Solutions, is in line with the changing aspirations of today's Indian woman and highlights the brand's focused shift from a clinical approach to being the ultimate beauty destination.
Every woman has her own beauty ideal and there are numerous faces that she admires. This campaign is about Kaya giving her an opportunity to get the face the world looks up to.
Suvodeep Das, Marketing Head, Kaya Skin Clinic, said, “Kaya has already built a reputation as the ultimate expert that solves all skin problems. Our endeavour is now to communicate that the brand is not only a problem solver but also offers the consumer complete beauty transformations. As part of the repositioning exercise, we have also introduced a new portfolio of services.”
The TVC introduces Kaya's Signature Face Therapy range while portraying the brand in a contemporary, fresh and aspirational light. This communication is a step towards establishing Kaya as a complete 'skin care beauty solution' brand.
The launch of the TVC will be supported by a robust marketing campaign, including print, outdoor, digital and social media. As part of the campaign, Kaya is also introducing the 'Kaya Wall of Beauty' initiative through its digital embassies to encourage consumers to share how Kaya redefined 'beauty' for them. This initiative is to create an engagement platform for consumers to post their experience at Kaya along with a picture for the world to see and appreciate.
Elaborating on the digital campaign, Das said, “Kaya Wall of Beauty gives us a strong platform to engage with our 6 lakh consumers. This digital activation resonates with our new TVC's thought and brings the experience alive with our consumers sharing their stories of how Kaya has made them look and feel beautiful.”
Kaya is also set to roll out its new retail identity across clinics this year to complement the new brand communication.
For the record, during 2011-12, the company recorded a turnover of Rs 279 crore.
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