Terming itself as a stop for result-oriented skin care, Kaya Skin Advisory has chosen to lay more emphasis on the brand experience that the customer will take home.
According to Mrinmoy Mukherjee, Head Marketing, Kaya Skin Advisory, “Different markets demand different offerings. For example, while laser hair removal is a fairly established service from Kaya in Delhi, in Kolkata, it is not available to the extent needed. Thus, in Kolkata, the need is to focus on intensive awareness campaigns.”
As far as media vehicles are concerned, radio and print are extensively used. Though no television commercial has been worked on, the possibilities are not ruled out. Also few innovative associations like one with the popular TV show Jassi Jaisi Koi Nahin have helped. The Jassi makeover was shown to be done at a Kaya Skin Clinic.
Alok Nanda, CEO, Alok Nanda and Company, said, “The three key issues as far as communications are concerned, are conveying the benefits offered, creating a new category and handling the brand imagery. It was important to convey that we are between a beauty parlour and a dermatologist’s clinic.”
Divulging further, Mukherjee, said, “Kaya is in one way, an ‘affordable luxury’. As far as aspirations are concerned, rural and urban people have similar aspirations. The differences are with regard to exposure on the offering.”
Nanda explained how the brand was built keeping in mind the key factors. “We realised that brand experience is very important in this case. So, special importance was given to the design of the Kaya Skin Clinics. The visuals said it all.”
Owing to the immediacy element of newspapers, 90 per cent of the print advertisements are in newspapers. However, the moot point is that utmost emphasis is laid on trying to make the brand experience as memorable as possible.