The four-part film series aims to simplify skincare by showing Kaya as a trusted expert in everyday moments.
Marico, a leading name in the Indian FMCG sector, has rolled out a new digital-first campaign for its skincare brand Kaya, introducing its refreshed positioning: “Kaya – Science That Sets You Free.” The campaign brings Kaya’s 22-year legacy in dermatological expertise to life through a four-part film series, crafted to engage its core audience across the digital platforms they frequent most.
The campaign is anchored in a key insight: while today’s consumers are more informed than ever, they are also increasingly overwhelmed-especially when it comes to skincare. With a proliferation of products touting complex ingredients and lab-based miracles, the act of choosing skincare has become more stressful than empowering.
Kaya’s campaign flips that script.
Each of the four films features a relatable, everyday moment-be it a workout session, a beach day, winding down after work, or catching up with a friend-when a common skincare issue (acne, pigmentation, dullness, or sun damage) suddenly surfaces. In that moment, the protagonist is caught in an “ingredient storm”-a barrage of confusing, scientific-sounding skincare actives-that turns skincare into a chemistry lesson.
That’s when Kaya steps in as the calming, credible voice-reminding users that they don’t need to decode every ingredient. Instead, they can trust Kaya’s science-backed formulations to do the work, freeing them to simply live their lives with confidence.
“Science That Sets You Free” is more than just a line-it’s Kaya’s promise to simplify skincare. By positioning itself as the expert that takes the guesswork out of personal care, Kaya aims to bring clarity and assurance to an otherwise cluttered space.
The campaign is live across Meta and Google platforms, leveraging the reach and engagement power of digital media to connect with young, skincare-conscious audiences. It also reinforces Kaya’s long-standing belief that skincare science should feel liberating, not intimidating.
With this latest initiative, Marico signals a strong commitment to making high-performance skincare both approachable and empowering-restoring joy and simplicity to routines that should never feel like a burden.
