Kaya Skin Clinic awards digital duties to Ultraviolet Digital

By Nisha Menon , afaqs!, Mumbai | In Digital | March 20, 2012
The brand, which recently underwent a makeover, has allotted about 10 per cent of its annual marketing spend for digital media.

Kaya Skin Clinic, Marico's wholly-owned subsidiary, has awarded its digital duties to Ultraviolet Digital, the digital arm of Crayons Advertising. The incumbent on this account was Optima Advertising. The brand spends close to 10 per cent of its annual marketing spend on digital through search engine optimisation, targeted media buying and social media marketing.

Suvodeep Das

Gautamm Mehra

Ultraviolet Digital has worked on Kaya Skin Clinic's social media and online reputation management for about two years on a project basis. After this development, it will also be responsible for search engine marketing for Kaya. The brand's website development is handled by Webchutney.

Kaya Skin Clinic recently underwent a makeover and launched a revamped logo, new tagline, fresh market positioning and changed its overall look and feel as a part of the makeover. The tagline of the skin care chain was changed from 'Let Your Skin Talk' to 'Love What You See'. The new tagline was adopted as an expression to show how consumers feel after a visit to Kaya.

Confirming the news to afaqs!, Suvodeep Das, marketing head, Kaya Skin Clinic, says, "Kaya has been working with the team at Ultraviolet Digital Solutions on social media and online reputation management for some time now. We felt that the team understands our brand well and we have been impressed with its creative ingenuity and technical expertise."

Gautamm Mehra, COO, Ultraviolet Digital, says, "As we had worked with Kaya for a few projects, the team understands the nuances and demands of the business. This, coupled with our strong search skill sets, enabled us to come up with a comprehensive value-enhancing proposition for the client."

The agency plans to adopt a digital media mix with heavy focus on search marketing, along with a strong presence on social media. Ultraviolet Digital also plans to use display advertising tactically during certain months. Search and social media initiatives will form the backbone of Ultraviolet's digital strategy.

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