Backed by dermatologist research and expertise, Kaya has established itself as a brand that many trust when it comes to skin. With the launch of its newest category of ‘Hair Care Solutions’ Kaya wanted to build awareness around it and also establish its credibility for both men and women.
During our research, we discovered that most people rely on the Internet for all of their hair related queries. However, the Internet is not necessarily the most accurate source of information at all times! Kaya has the largest pool of dermatologists in India and hence are the most reliable experts to provide personalized solutions to the consumers when it comes to hair loss concerns.
We aimed at breaking the stigma around hair loss and establishing Kaya as the expertise in the hair care category. While planning, we came to the conclusion that humor was a genre that hadn’t been tapped into by anyone when it came to this topic. Humour was also a great way to engage with the audience and ease them into the idea of talking about this topic. We decided on taking this approach since it would be light-hearted and would fall under the ‘edutainment’ category.
We thus created a series of videos with well-known actor and comedian Naveen Polishetty to educate our audiences with some relevant information on hair concerns.