Sector: Health & Beauty / Dermatology & Aesthetic Services

Type: Chain of skin & hair care clinics + an associated skincare product line.  Kaya operates as a hybrid business, combining clinical services (dermatology, aesthetic treatments) with direct-to-consumer skincare and haircare products.

Kaya Skin Clinic (often styled simply as Kaya) is an Indian brand offering dermatology-driven skincare and haircare solutions. Through its network of clinics (“Kaya Clinics”) across many Indian cities, it provides a broad range of treatments — from laser hair reduction, chemical peels, anti-aging therapies (like Thermage, HIFU), microneedling, acne and pigmentation treatments, to body contouring procedures.

In parallel, Kaya has developed its own line of skincare, haircare and bath & body products. Their products are positioned as being “researched and developed for Indian skin,” dermatologically tested, and backed by over 20 years of dermatology experience. The aim is to provide an integrated “clinic + product” ecosystem, where a client can get in-clinic treatments as well as maintain care via home regimens with Kaya’s product range.

Problem Statement:  Despite being a leading skincare brand, Kaya Skin Clinic faces limited brand resonance among teenagers, a segment highly vulnerable to acne and its emotional impact. Acne is not only a common dermatological issue for girls aged 13–18, but it also directly affects their confidence, social interactions, and self-image. Currently, this audience lacks awareness of preventive skincare routines, relies on home remedies or unverified online advice, and often perceives Kaya as a brand catering only to adults or premium clientele. This results in a gap where Kaya is missing the opportunity to build early trust, loyalty, and long-term brand affinity with future high-value consumers

Objective:

By addressing teenage skincare challenges through an educational, empathetic, and confidence-building campaign, Kaya can:

• Position itself as a trusted first-choice brand for acne management among young girls.
• Capture early mindshare of a large, underserved market segment.
• Drive adoption of Kaya’s preventive and treatment-oriented acne care products.
• Strengthen brand equity by promoting Kaya not just as a solutions provider, but as a partner in self-confidence and healthy skin journeys from adolescence onward.

Solution: “#ClearConfidence by Kaya” — A Teen Skincare Empowerment Campaign

1. Strategic Insight:  Teenagers today are emotionally affected by acne not only because of physical appearance but also due to social media pressure and self-image insecurities. They often lack credible guidance, turning instead to peer suggestions or unverified influencers.
Kaya, with its dermatological expertise, can bridge this gap by being “a friend with science-backed advice” — approachable, relatable, and trustworthy.

Campaign Name: Annie Campaign.

Campaign Idea: Annie is a young teenage girl, and she has got her first acne. Now, she is worried, anxious, and lost her confidence. She doesn’t seem to be happy, and refuses to go out with her friends to hang out. Conscious of her Acne, she tries many home-made remedies to get rid of her acne.

Annie wants her baby skin days back. Annie’s expecting some miracle to happen & wants all her experiments to show some result but acne just gets worse. Annie feels really hurt when she was nicknamed “Acne Annie” by her best friend. And then, one-fine day, Annie seems to have found a solution to acne. We just hope it solves all her skin problems. Kaya dermatologists are here to rescue Annie and everyone from all these acne worries. Annie is all set for a discussion with Kaya skin expert at 4 pm on a Sunday evening.  Kaya’s expert dermatologists are there to guide and help her get rid of her acne.

Once she speaks to the Dermatologist, she gains a lot of knowledge on what things to do to get rid of acne. The video shows her being confident as she gets her baby skin days back.