The digital marketing duties of Kaya, a famous skin care brand owned by Marico will now be handled by Starcom IP, the digital arm of the Starcom MediaVest Group
Yuzdi Badhniwalla, GM, Starcom IP, said, “The agency had earlier worked with Kaya on a campaign to campaign basis, but from now onwards, Starcom IP will be the sole agency to conceptualise and execute all forms of online and mobile marketing activities of Kaya.”
According to Kaya Life, digital marketing will be used by the brand to boost the usage of its skin care products and increase traffic in its clinics and weight and wellness centres.
Suvodeep Das, head, marketing, Kaya, said, “We have plans to employ digital marketing for both brand building and lead generation purposes. Our online marketing campaigns will be a mix of display and search marketing.” The company aims to generate 1,000 leads on a daily basis through online marketing initiatives.
Das further revealed that Kaya will use geographical and behavioural targeting to reach its target audience, which he defines as SEC A men and women in the age group of 25-45 years, who surf the Internet more than once in a day.
It is being reported that the company will spend about 10 per cent of its total advertising and marketing budget on the digital media.
The Kaya brand is functioning across 26 cities and has 95 clinics in India and 13 clinics in West Asia. It owns two websites, Kayaclinic.com and Kayalife.com. The company also plans to start 45 new skin care centres or clinics in the next three years.