MUMBAI, INDIA — Marico Limited, one of India’s leading FMCG companies, has launched the latest campaign for Kaya, spotlighting the power of dermatological expertise over fleeting beauty trends. The campaign features acclaimed actor and brand ambassador Fatima Sana Shaikh, who underscores the value of science-backed skincare in an era of quick fixes and viral hacks.
The new films take a playful approach, with Shaikh debunking buzzwords, glow hacks, and complex routines while advocating for trust in dermatologists and evidence-led innovation. With over 20 years of dermatological expertise in Indian skin, Kaya emphasizes that radiant, lasting beauty comes not from fads, but from trusted science.
At the center of the campaign is the Kaya Gluta Glow Face Serum, formulated with eight potent actives, including Glutathione, promising a visible glow from first use, based on consumer self-assessment in clinical trials.
Kaya currently offers over 75 dermatologist-developed products spanning skincare, haircare, sun protection, and body care – each crafted to meet the specific needs of Indian consumers. The campaign will roll out across leading digital platforms, reaching a wide community of skincare-conscious audiences.
CREDITS
Agency: Ronin Labs
Executive Creative Director: Amit Basak
Creative Director: Girija Naiksatam
Producer: Nachiket Bohra
Art Director: Abhishek Kumar
Director: Edwin Quadros
