Marico Limited’s Kaya Life believes in the power of 360-degree marketing initiatives for better communication with the TG. Kaya Life Centre is a recently launched chain of professional weight control centres from the Group. The company intends to adopt the ambient media on a larger scale along with a combination of print and outdoor.
Speaking about the promotional strategy, Rakesh Pandey, CEO, Kaya Skin Clinic, said, “The advertising and the promotional strategy for Kaya life will be to create awareness of the brand’s services. We will be adopting a combination of print and outdoor to reach the ‘catchment’ area. There will also be ambient branding in malls and multiplexes around the centre.”
Commenting about the preferred medium of communication for the brand, Pandey explained that they believe in following a 360-degree integrated marketing approach. He pointed out that they would therefore use a combination of all the media for promotional activities.
“Ambient media, local business development activities and innovative direct marketing will also play an important role in the media plan. These media compliment each other and have a multiplier effect when they work in conjunction with each other,” he added.
The creative agency for the brand is Alok Nanda Company, while the media buying agency is Madison.