Chandni.Mathur@expressindia.com

The Ad

Nykaa’s maiden TVC celebrates women and their success in different areas — from being a minister to multitasking motherhood and being an actor, leading science innovations to being pilots and successful sports personalities. The ad film sheds light on Nykaa’s role in their lives subtly, for instance, showing the baby’s pacifier placed atop a Nykaa box or the pilots touching up their make-up before a flight, accompanied by a feel-good anthem delivering the messaging, Haseen Tu, Haseen Din.

Target Audience

21-50 year-old women, pan India.

Business Objective

To communicate that Nykaa stands for a woman who is not afraid to be the spotlight of her life, and it doesn’t matter what stage of life she is in. Also, allowing the brand to reach a new and varied audience.

The Appeal

Emotional

In the recent past, one has seen most make-up brands reach out to their consumers — women, through emotionally charged, celebratory campaigns applauding and encouraging empowerment. Nykaa too attempts to go down a similar route with a complete package — a musical narrative, women from various professions and highlighting their achievements.

Competitive Edge

Nykaa has been in the Indian cosmetics game for quite some time, and with its design and range of products, has always had a very different image in the minds of its consumers. Now, with its maiden campaign, the brand has finally defined its ethos to its target group. The messaging is inclusive and speaks to both the beauty newbie and connoisseur.

Tone of Voice

Empowering

Verdict

Too many cooks spoil the broth, as the popular adage goes. Well, in Nykaa’s maiden campaign, it is a case of too many vignettes spoiling the broth. Additionally, the campaign is a bit too literal and descriptive in its narrative, where subtlety could have worked way better. The ad film certainly scores some points for strategy though, of reaching out to women across age groups, demographics and regions. A refreshing shade in the campaign was not being subjected to a young, photoshopped-to- perfection model, frolicking around and using the product to impress a certain someone. The TVC also stays away from the quintessential Bollywood celebrity donning the products and pouting away, instead focussing on featuring ‘real’ women across lesser showcased professions like science and technology, government office careers, etc.

Having said that, the category clichés are aplenty. Showing ‘successful women’, looking confident, real and empowered because of a beauty product reminds us so much of Fair & Lovely and Dove ads, among others. And what’s with the stereotypical airport Chak De India style situation, of sportswomen returning home after winning a match? Or the literal manner in which the setting is portrayed, wherein women in the field of science are being honoured for their achievements? Nykaa’s campaigns so far have been focussed towards the digital medium and its maiden attempt at a TVC is apt at this time considering that the brand is now expanding its offline presence. But could it have been less archetypal? Definitely.

Rating: 5.5/10
Agency: Mullen Lintas
Brand: Nykaa.com
Campaign: It’s looking good
Production House: Paperplanes Production
@chandni_mathur