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Marico uses integrated marketing approach for kaya skin clinic
NEW DELHI: Marico Industries has worked out an integrated marketing campaign for the propagation of its new venture ` Kaya Skin Clinic’, a new concept for skin care approved by US FDA.
As part of its marketing strategy, Marico is concurrently working on several initiatives such as print advertising, public relations, direct marketing and previews or events for creating awareness about the new concept.
“Our primary objective is to create awareness about the new concept and highlight the experience of visiting Kaya skin clinic to induce trial among the potential consumers. The differentiating factors of this concept are its ambiance, service quality, specially created Kaya drink, treatment and consultation from dermatologist ,” said Marico’s manager – communications, Deepa Thomas.
On the concept, she added, “Kaya Skin Clinic is completely non-invasive. There is no surgery that we offer. It normally takes 45 minutes to one hour to work on your skin. The services which we offer here are skin polishing and brightening, Kaya glow, peels, laser hair reduction, photofacials, facelifts and pigmentation and scar reduction. The skintreatments are offered by highly trained skin practitioners under the supervision of an in-clinic dermatologist in a professional, serene, zen-like environment.”
The print campaign has been released in the leading newspaper supplements such as Bombay Times, Delhi Times, HT – City, Sunday Mid-day etc. “We have been using various press campaigns to popularise this very innovative concept,” said Thomas. Marico has also signed former Mrs. World Aditi Govitrikar as the brand ambassador for Kaya Skin Clinic, used in the print campaign and other promotional events.
Besides its advertising agency Alok Nanda and Co. Communications, Marico is also utilizing services of two agencies_Oglivy One (in Mumbai) and iContract (in Delhi) for direct mailers, workshops at shopping malls and clubs. “We decided to go with two different agencies for DM as we evaluated agencies on skill sets. Also the needs for two markets are different with customers more aware of such concepts in Delhi,” said Marico’s business manager P. Venkatesh, who mentioned that image of Kaya Skin Clinics is being portrayed as `classic and subtle’.
“We are creating mini-Kaya clinics through our workshops, where we offer few services to give the feel of this concept. Besides this, we have worked out generic articles in lifestyle magazines on topics such as `monsoon skin care’ and `hair removal using laser technology’,” said Thomas, who declined to comment on advertising and promotion budget.
Launched in December last year, Marico opened a new Kaya skin clinic in West Delhi, its third in Delhi on Thursday. In all, Marico has six outlets, three each in Delhi and Mumbai.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
