Marico unveils new digital campaign for Kaya products

Marico, a leading FMCG company, has launched its latest brand campaign for Kaya products, a skincare brand with 22 years of dermatological expertise in Indian skin, with its new positioning: “Kaya – Science That Sets You Free.” Through a four-part film series, designed especially to appeal to its target audience where they consume content most, the campaign showcases the role Kaya plays in the lives of its consumers.

Rooted in the powerful insight that many women feel overwhelmed by the complexity of skincare ingredients, the campaign lifts the burden of making the right choices amidst an ocean of complex products and ingredients. It urges consumers to enjoy their lives, while trusting Kaya, the skincare expert, with the science of skincare because science should not be intimidating, but freeing and reassuring.

Each film in the campaign is anchored in an everyday, relatable moment – working out, winding down at the end of the day, a casual catchup with a friend, or relaxing by the beach – where a common skincare concern appears unannounced: acne, pigmentation, dullness, or early signs of sun damage.  In that moment, the protagonist is swept in an “ingredient storm” of complex skincare actives and left confused, making skincare feel like a chemistry class.

Today’s consumer is more informed and discerning than ever, yet paradoxically, also more overwhelmed – especially when it comes to skincare. As digital-first skincare brands flood the market promising miracle molecules and lab-born solutions, one thing is clear – clarity is the new luxury.  With 'Science That Sets You Free’, Kaya aims to bring ease and confidence back into the skincare journey. Rooted in the belief that science should be a source of freedom, not confusion, this campaign, launched on digital platforms Meta and Google, is a step forward in making high-performance skincare accessible and approachable for everyone.