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Kaya Skin Clinic ropes in Pooja Bedi to endorse its age-control formulation; Eyes Rs 40 cr turnover

Kaya Skin Clinic ropes in Pooja Bedi to endorse its age-control formulation; Eyes Rs 40 cr turnover

Author | Pritie S Jadhav | Tuesday, Jan 10,2006 7:46 AM

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Kaya Skin Clinic ropes in Pooja Bedi to endorse its age-control formulation; Eyes Rs 40 cr turnover

To make a head way and establish that much needed connect with its customers, Kaya Skin Clinic, pioneers in cutting edge technology for skin services in India, has signed on model, actor and TV hostess Pooja Bedi to endorse its age-control services. This is Bedi’s first ever brand endorsement. Kaya Skin Clinic is confident that the new brand ambassador will help them drive growth.

On signing on Bedi, who incidentally, has also been a Kaya client, Mrinmoy Mukherjee, Head-Marketing, Kaya Skin Clinic, said, “Pooja’s youthful looks and her vibrant personality stands as perfect testimony to our age-control services, and thus, she became our final and binding choice when it came to a celebrity endorsement. Our strategy is to leverage Pooja to promote Kaya’s age-control services with a 360-degree approach, viz., through events, promotions, print advertisements and radio spots.”

Kaya’s advertising campaign with Bedi will be created by Alok Nanda Communications (ANC) and is slated to be a three-ad campaign that will be spread over mainline newspapers, magazines, outdoor as well as extend to radio spots.

A straightforward and effective communication stating the advantages of Botox is clearly highlighted in the print advertisements. “Pooja is a regular user of Kaya’s Age-Control Solutions, and this adds a lot of credibility to the communication. Moreover, as more and more people choose to put their best face forward, Pooja’s ability to look young and fresh makes her the perfect role model for them,” explained ANC’s Alok Nanda.

On agreeing to endorse the age-control services, Bedi said, “I didn’t come to Kaya to conceal my age or shy away from it. In fact, I opted for Kaya’s age-control solutions to maintain my natural look. Once I was convinced of the efficacy of the services, I instantly agreed to endorse them.”

Kaya’s age-control services were launched about eight months ago in Mumbai and Delhi and the company has plans to extend the services across the country by March 2006. According to Mukherjee, the year 2006 would be a year of growth.

“Last FY 2004-05 we recorded a turnover of Rs 20 crore. This year, we aim to go past Rs 40 crore and we will be able to do so with our aggressive presence in 16 cities with 42 clinics as well as two in Dubai,” he added.

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