With an eye on millennials and in a bid to expand its audience base, online multi-brand beauty retailer Nykaa has decided to get millennial actor Janhvi Kapoor as its brand ambassador.
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Ever since Nykaa came into being, it has taken the digital route to shape its brand. Nykaa has collaborated with influencers and bloggers who played a major role in getting 30 million visitors per month to its website. However, the brand thought it was time to cast its net wider by getting a Bollywood celebrity on board.
“We have a lot of tie-ups with bloggers, influencers, and we do believe that they have a fair amount of reach and influence, but clearly, Bollywood’s reach is very different. You can see that in the terms of numbers that the Bollywood stars have on Instagram,” said Falguni Nayar, Founder and CEO, Nykaa.
While the brand has always been heavy on digital media, it is now planning to invest money in TV and print as well. The brand has also realised the power of regional media and so it’s planning to launch its next campaign in regional languages.
“Janhvi will play an important role to connect us to the next set of consumers. The number of women shopping online is limited and since Bollywood has a much wider reach, the purpose of having a brand ambassador is to reach the masses. Through our content, communication, and engagement plan; we intend to reach the next million users. At this stage of our growth, when we are trying to reach out to the next 100 million women out there, TV is a very integral part of our strategy. From here on, TV and regional is going to be the key for us,” she added.
Sharing her excitement on signing the first brand, Kapoor said, “I was fascinated when I heard how Falguni Nayar gave up a career as a successful banker, started Nykaa from scratch and built it into a market leader in just five years. For me, Nykaa is a shining example of what Indian women can achieve. And as a consumer, Nykaa gives you the power of choice and ability to be your best. I'm really proud to be the face of Nykaa.”
The brand announced their new ambassador in an event held at Four Seasons Hotel, Mumbai.