'Not on Sale' campaign by Kaya Skin Clinic

Company Brief

New Delhi, August 11, 2011

Kaya Skin Clinic recently unveiled an interesting new campaign to introduce it's an exciting August Offer, where customers can avail of all beauty solutions at a never before discount of up to 50% off! The communication titled "NOT ON SALE" highlights intangible benefits of beauty which can never be on sale like confidence, admiring looks, compliments and goes on to state that what IS ON sale all through the month, are Kaya's beauty solutions through which one can avail of these priceless benefits.

Speaking on the campaign, Suvodeep Das, Marketing Head, Kaya Skin Clinic, said, "A recent study conducted by us reveals that a majority of Indian women are motivated by intangible benefits rather than by monetary ones while making purchase decisions related to beauty & skincare. We at Kaya, firmly believe that you don't look good till you feel good and this aspect can never be bargained for. With this new campaign, we want to communicate that at Kaya we don't just offer longer lasting beauty solutions; but we also give you a world of benefits by making you look good and feel great about yourself!"

The 'Not on Sale' communication campaign presents Kaya's August promotion in an innovative and creative way with a refreshing twist, and is a departure to the regular "ON SALE" message being bombarded on the audience by numerous brands. This clutter breaking campaign has a benefit-forward approach and highlights the emotional benefits associated with beauty and what they mean to the customer.

This 360 degree campaign that aims to reach out to consumers at relevant touch points will include print, outdoor, radio and cinema ads. Consumer engagement will also be driven through the digital and social media space, where the brand is highly active. The brand will also be reaching out to its existing clientele of 6 lakh loyal customers through its CRM program to create awareness about this offer.

So this August at Kaya Skin Clinic, beauty benefits are not on sale, but beauty solutions are… and at a never-before discount of up to 50%.

For further information, please contact:

Edelman India Pvt Limited

Nishita Virkar

Mobile: 9920819949

Email: nishita.virkar@edelman.com