In a bid to move away from being seen as a problem corrector to that of a beauty enhancer, Kaya Skin Clinic has launched a new TVC for its ‘skin lightening service’. Rediffusion DYR is the creative agency, while the TVC has been directed by Shaad Ali of ‘Bunty aur Babli’ fame.
Kaya Skin Lightening is a service that claims to offer fairer skin in 30 days through a process that is rooted in scientific understanding and knowledge of skin. Most of the category operates in the problem solution area – saving the ‘dark complexioned girl’ from the clutches of ignominy by giving her ‘radical fairness’ that opens new frontiers of opportunities / confidence for her.
It was believed that consumers perceived Kaya as a problem corrector more than a beauty enhancer. The objective of the TVC is to gradually influence consumers’ perception and make them move away from Kaya being a problem corrector towards a beauty enhancer while retaining the skin science that Kaya uniquely owns.
The commercial shows no shattering changes in the life of the protagonist, nor is she shown in the ‘ignominy of dark skin.’ The film that was directed by Ali and shot in an extremely real situation brings out the promise of visibly fairer skin in 30 days in a simple way. Kaya enhances the lady’s beauty and the same is reflected in the way her beau is surprised by the change in her. The film was produced by MAD productions and shot in Aptagaon, near Pune.
The film was shot in the rain as it added that little romantic ambience that was needed for the set-up. The team decided not to make the protagonist lady look drastically darker in the first part of the film, but rather go for a natural and realistic look that progresses into a fairer look.
Ali was specifically picked because Rediffusion DYR wanted someone who could capture the right mood of the film and give a hint of Hindi cinema, and still not go overboard while retaining the class in production values. Kirti, the lead model, was selected after going through the grind of scanning numerous tests.