Beauty and lifestyle retailer Nykaa has launched a campaign that celebrates beauty, as captured by the eyes of the beholder.
Four films under the broad theme of Kya Khoob Lagte Ho have been directed ad Prasoon Pandey and conceptualised by agency The Script Room.
“The films bring to life the reality that your unguarded, authentic self is often the most beautiful version. Especially for those closest to your heart,” informed an official statement.
These are brought alive through simple, winsome plots.
A young man compliments the ‘beauty‘ of his corporate honcho elder sister, when she is herself with him — shedding her boss’ visage.
Jab Nimisha ma’am se nimbu ban jaati ho, kyakhoo
A young girl stepping out for a party reminds her mother of her younger self, prompting a playful yet tender moment between the two.
Jab mujhe meri hi yaad dilaati ho, kya khoob
A groom obsessed with his looks on a video call is endearing beyond words to his significant other.
Jab dulhan se bhi zyaada nakhr
As a group picture gets taken in school, the teacher urges a group of girls in 12th class to be their own selves — an act that unveils their real beauty as seen by her over the years.
Jab apna asli rang dikhati ho,
Each of the scripts involves a character’s use of beauty products, allowing the brand to seamlessly weave itself into the larger ode to beauty in myriad manifestations.
The films are now live across digital and social channels.
Nykaa’s Founder and CEO Falguni Nayar said, “At the heart of Nykaar” resides an idea of beauty that is uninhibited and original to everyone who wants to express themselves. Over the years we have celebrated this idea through unique stories of inspiration, empowerment and human connections. Our new campaign once again presents a differentiated perspective, inviting each one of us to appreciate the extraordinary beauty in everyday relationships – our own ‘Kya Khoob Lagte Ho’ moments. We are delighted to present this thought via four new films and hope these will resonate far beyond Nykaa’s vast universe of beauty customers.”
Speaking about the campaign, Ayyappan Raj, Founder, The Scriptroom said, “There have been interesting perspectives and POVs on beauty that has been explored in advertising and it’s a challenge to find a take that is both simple and insightful. Our idea for Nykaa is founded on the belief that beauty is a very personal thing. When a person acts a particular way, at a particular moment in a particular context you find them beautiful, captured by the expression ‘Kya khoob Lagte Ho’. We had written a bunch of charming and insightful stories. And it was a delight when Prasoon came on board and brought them alive in a superb way that only he can. We are sure that this campaign will help brand Nykaa strengthen its position as a lovable leader in the beauty and lifestyle category.”
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