Marico’s skincare brand Kaya has launched its latest campaign featuring actor and brand ambassador Fatima Sana Shaikh, urging consumers to shift focus from viral beauty trends to dermatologist-developed, science-backed solutions.
Conceptualised by Ronin Labs, the campaign positions Kaya as a trusted expert in skincare, encouraging users to skip complicated multi-step routines and fad-driven hacks in favour of clinically formulated products that deliver real results.
In the campaign films, Fatima shares how she relies on Kaya’s dermatologist-approved solutions for lasting glow, dismissing buzzwords and quick fixes. At the heart of the campaign is the launch of Kaya Gluta Glow Face Serum, a powerful formula with eight actives, including glutathione, designed to provide visible radiance from the very first use.
With over 20 years of dermatological expertise in Indian skin, Kaya continues to offer a wide range of solutions for acne, pigmentation, ageing, sun protection, and more – co-created with dermatologists to ensure efficacy and safety.
“This campaign is about empowering consumers to make informed choices. Kaya is committed to simplifying skincare through products that are rooted in science and deliver results,” the brand said in a statement.
The campaign will run across leading digital platforms, targeting skincare-conscious audiences and reinforcing Kaya’s positioning as a knowledge-led beauty brand.
Agency Credits:
Agency: Ronin Labs
Executive Creative Director: Amit Basak
Creative Director: Girija Naiksatam
Producer: Nachiket Bohra
Art Director: Abhishek Kumar
Director: Edwin Quadros
