Nykaa's maiden ad celebrates confidence and success of women in all walks of life

The multi-brand online beauty retailer Nykaa’s maiden campaign, conceptualised by Mullen Lintas, is a reflection of today’s Indian women and the changing landscape. It is a celebration of confident and successful strides made by women in different walks of life – from being at the centre of high-stake tables to multitasking motherhood and a high-profile career, from leading science and innovation to manoeuvring the skies, and winning on the field. It celebrates her, the one who is the Nayka (a word of Sanskrit origin, meaning one in the spotlight) of her life.

The film was helmed by Konkana Sen Sharma and features model/actor/TV anchor Tara Sharma among the other lead female cast and is set to a specially composed hummable track ‘Haseen Tu, Haseen Din’.

Virat Tandon

Virat Tandon, CEO, Mullen Lintas, said, “It’s a great time to be woman. They are challenging stereotypes, dismissing the status quo. There is a definite and positive shift in the way women are embracing power and success. And it’s exactly this unapologetic assertiveness that we are applauding in our campaign for Nykaa.com. We are really proud to partner them in their maiden campaign.”

Falguni Nayar

Falguni Nayar, Founder and CEO, Nykaa.com, added, “At Nykaa, we believe things are improving for women in terms of greater opportunities to participate and achieve in diverse field of work. Traditional stereotypes of what roles were suitable for women are being broken – we have a woman as a Defence Minister, earlier as Commerce Minister, we have women as pilots, we have actresses being able to embrace motherhood, and women are achieving greater heights in sports. We believe these are good times for women, a time to celebrate how women have embraced multiple and diverse roles – they believe in themselves and dream for themselves. Women want to be the primary actor of their life.”

Nayar further said, “We partnered with Mullen Lintas with their great reputation for helping brands deliver their message on traditional as well as new mediums and we are really happy to have none other than Konkana Sen Sharma’s artistry to bring the message to life.”

Garima Khandelwal

Garima Khandelwal, Executive Creative Director, Mullen Lintas, said, “There has never been a better time to be a woman. We want to celebrate how far we have come. Yes, there is a long way to go still, but things are changing, for the better. To stop and cheer the milestones so far is what the commercial does. Just wear your lipstick and do what you’re doing. You look good, it's looking good.”

The campaign will be visible on television, digital and via on-ground activation.

The TVC:

Credits:

Client: Falguni Nayyar, Hitesh Malhotra,  Ashita Misquitta

Creative Agency: Mullen Lintas

Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan

Account Management: Virat Tandon, Priya Balan, Ahsan Khan

Planning: Ekta Relan, Pallavi Bhosale

Film Department: Stayajit Ganu

Production House: Paperplanes Production

Director: Konkona Sen Sharma

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