Top Story

e4m_logo.png

Home >> Digital >> Article

Kaya gets a digital makeover with Webchutney

06-February-2012
Font Size   16
Share
Kaya gets a digital makeover with Webchutney

In a bid to increase the brand’s outreach among the digitally savvy urban Indian consumers, leading beauty service provider Kaya Skin Clinic has donned a fresh new digital avatar.

Kaya has already announced the launch of their revamped website, www.kayaclinic.com. Webchutney has led the brand’s digital initiatives to infuse greater interactivity and deeper engagement in their existing brand identity, while making it more approachable on the web.

Webchutney has already been handling digital duties for Kaya Skin Clinic’s parent organisation Marico, and Kaya Skin Clinic’s website maintenance duty is a new addition to the business. Apart from the site design and maintenance, Webchutney will also undertake tactical search engine optimisation for Kaya to build greater traction and drive more visibility for the brand.

Commenting on the association, Suvodeep Das, Marketing Head, Kaya Skin Clinic, said, “Kaya has built a reputation as the ultimate expert that solves all skin problems. The brand is much more than just a problem-solver, it offers the consumer complete beauty transformations. Our new identity is inspired by insights gained through research and consumer feedback. Revamping our website has been an important part of this repositioning exercise. There has been a 360 degree overhaul of our website that is in tandem with the new brand identity. We are extremely happy to have had Webchutney as our partner. The team understands our brand and we have been very impressed with their creative ingenuity.”

Explaining the redesign, Nishi Kant, Executive Creative Director, Webchutney, said, “The refurbished website includes a host of interactive elements and intuitive features such as an interest based Compliment Cloud to push supplementary services, facility to book online appointments, interactive forms for campaign registrations, social plug-ins for Facebook and Twitter, clinic locator, loyalty promotions, e-coupons/codes, e-shop to purchase products conveniently and many more elements that can spark conversations and increase brand advocacy through the website. In a sense, the website has been designed to establish an active network of existing and prospective beauty enthusiasts as well as existing users to get a first-hand experience of the state-of-the-art services offered at Kaya and spread the word.”

Speaking on the partnership, Sidharth Rao, Chief Executive Officer, Webchutney, said, “We are delighted to have the opportunity to partner with Kaya Skin Clinic, which strengthens our existing and long-standing relationship with Marico. We are confident that this initiative will achieve the desired positioning for Kaya as a brand and help establish an indispensable relationship with their core audience, online.”

In terms of technology, the web design is architected by a ‘LAMP’ stack (Linux, Apache, MySQL and PHP) at the backend with web pages developed in HTML5 for compatibility with iOS devices, including mobiles and tablets. It conforms to W3C coding standards and employs popular CMS Drupal to manage dynamic data and site content efficiently.

For the record, Kaya Skin Clinic, the services-led business arm of Marico, today has 82 clinics in 26 cities across India, 19 clinics in the Middle East and two clinics in Bangladesh, with a team of over 280 dermatologists and a customer base of over six lakh men and women. In 2010, Kaya also acquired the leading aesthetics company DRx Clinic with three centers across Singapore and Malaysia.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...