afaqs!

Starcom IP to handle Kaya's digital marketing activities

By Kapil Ohri , afaqs!, New Delhi | In Digital | August 05, 2009
FMCG player Marico owned brand, Kaya, plans to spend 10 per cent of its marketing budget on digital marketing

Starcom IP, the digital arm of the Starcom MediaVest Group, has won the digital marketing duties of Kaya, a skin care brand owned by Marico.

Speaking to afaqs!, Yuzdi Badhniwalla, general manager, Starcom IP, says, "The agency had earlier worked with Kaya on a campaign to campaign basis, but from now onwards, Starcom IP will be the sole agency to conceptualise and execute all forms of online and mobile marketing activities of Kaya."

The brand will use digital marketing to boost the usage of its skin care products and increase traffic in its clinics and weight and wellness centres, called Kaya Life.

& #BANNER1 & #Speaking to afaqs!, Suvodeep Das, head, marketing, Kaya, says, "We have plans to employ digital marketing for both brand building and lead generation purposes. Our online marketing campaigns will be a mix of display and search marketing." The company aims to generate 1,000 leads on a daily basis through online marketing initiatives.

Das reveals that Kaya will use geographical and behavioural targeting to reach its target audience, which he defines as SEC A men and women in the age group of 25-45 years, who surf the Internet more than once in a day.

The company will spend about 10 per cent of its total advertising and marketing budget on the digital media.

The Kaya brand is operational across 26 cities and has 95 clinics in India and 13 clinics in West Asia. It owns two websites, Kayaclinic.com and Kayalife.com. The company also plans to start 45 new skin care centres or clinics in the next three years.