Brief
Develop a campaign for Kay Beauty that strengthens its connection with Indian women aged 18–35. The campaign should reinforce the brand’s values of inclusivity, individuality, and confidence while building trust, emotional relevance, and cultural resonance in India’s competitive beauty market.
About the Brand
Kay Beauty is an Indian makeup brand founded by Katrina Kaif and built specifically for Indian skin tones, skin types, and climate conditions.
Positioned as premium quality makeup brand accessible to everyday people, not just professionals or beauty insiders.
The central belief: “it's kay to be you”
The core values of the brand are built around Inclusivity, Individuality, Community, Care and Confidence.
Target Audience
18 - 35 year olds
People who want to break away from the stereotypes of beauty
Individuals who use makeup on a regular basis
People who value brands that are inclusive, honest and relatable
Purpose of Campaign
The main purpose of this campaign is to boost sales for their most popular range of products.
To encourage a thought that questions the checkboxes of beauty and motivates the target audience to express themselves truly and openly.
The Big Idea
People trust and connect more with real and relatable stories. It is easier for an audience to connect with a brand and its messaging when they feel included or see a part of themselves through the brand. Everybody has a different story to tell, a unique experience to share and various versions of themselves to express.
This gives us to the "Big Idea" of the campaign. The main story of the campaign is to empower and encourage the audience to express the different sides to themselves freely where makeup becomes that medium of expression.
Key Visual
Campaign Timeline
Phase 1
Phase 2
Phase 3
Kay Curious
Kay Connected
Kay Community
8th March to 1st April
1st April to 5th May
25th April to 15th May
PHASE 1
PHASE 1
PHASE 1
PHASE 1
The campaign begins with selfie mirror installations, mysterious stories and posts on social media and google search page interactions that create curiosity and buzz amongst audiences before the launch of the campaign. This will not only create curiosity but also encourage brand recall amongst the audience.
PHASE 2
PHASE 2
PHASE 2
PHASE 2
The main phase of the campaign happens on different levels of interaction and media. Major collaborations, advertisements, events, and PR happens during this time of the campaign. The brand's social media presence also increases as these collaborations and events start pulling in UGC content as well.
Blue Tokai Coffee Roasters is a pre-established brand collaboration. Through this collaboration for the campaign, Blue Tokai launches a special edition summer drinks menu inspired by the jelly Blushes from Kay Beauty. This adds to the brand's recall value.
Influencer collaborations with creators like Ankush Bahuguna and Komal Pandey create maximum buzz and increases audience engagement with the brand. The brand's social media presence starts picking up and the founder Katrina Kaif slowly gets involved in the campaign as her fanbase will also add to the engagement, sales and profits for the brand.
PHASE 3
PHASE 3
PHASE 3
PHASE 3
This phase of the campaign focuses on interacting with audiences in person, and building a personal connect with the consumers. Events, meet and greets, special offers, and community building in this phase ensures that the audience continues to interact with the brand even after the campaign is over.
The brand launches an online UGC contest where people can create unique looks using Kay Beauty products and posting on their social media. Winners get a chance to attend a Meet and Greet Event with Katrina Kaif and participants can avail various instore discounts, vouchers, goodies and makeovers.
Throwing a Brand Theme pool party for a summer launch is the perfect way to close the campaign on a high note. Influencers, industry friends, business partners, members of the Kay community, possible new collaborations and employees are invited.
The End
The End
The End
The End