Nykaa finds beauty in the little things that make one real

Nykaa has rolled out a campaign, ‘Kya Khoob Lagte Ho’ that brings to life the view that often our unguarded, authentic selves are the most beautiful version of us.

The campaign, comprising four ad films, has been conceptualised by The Script Room.

The stories capture relatable exchanges between individuals who share a special bond - a mother and daughter, a soon-to-be-married couple, a sibling duo, and a class teacher with her students.

The first film depicts the closeness siblings share through the eyes of a younger brother when he pays his sister a visit at her workplace. Proud and amazed as he is at the respect his sister commands, he finds her the most endearing and beautiful when she's back to being her real, unpretentious self or his 'Nimbu'- the nickname he endearingly calls her by.

A mother-daughter duo features as protagonists in the second film. The mother is visibly annoyed at her daughter as she rummages through her mom's make-up kit to get ready for a party. However, she breaks into a smile when she realises her daughter has recreated her own look from yesteryears for the 'retro-themed' party. 

The third film has a soon-to-married couple on a video call, with a role reversal wherein the groom-to-be is worried about which skincare to use while fretting about his look for D-day. His bride-to-be has fun teasing him over it even as she finds this side of him adorable.

In the fourth and final film, a teacher celebrates the graduation of her class along with the girls. While she's proud of their achievement she wishes they would let down their hair and celebrate their convocation by being truly themselves.

Falguni Nayar, founder and CEO, Nykaa says, "At the heart of Nykaa resides an idea of beauty that is uninhibited and original to everyone who wants to express themselves. Over the years we have celebrated this idea through unique stories of inspiration, empowerment and human connections. Our new campaign once again presents a differentiated perspective, inviting each one of us to appreciate the extraordinary beauty in everyday relationships- our own ‘Kya Khoob Lagte Ho’ moments. We are delighted to present this thought via four new films and hope these will resonate far beyond Nykaa’s vast universe of beauty customers."

Ayyappan Raj, founder, The Scriptroom said, “There have been interesting perspectives and POVs on beauty that has been explored in advertising and it’s a challenge to find a take that is both simple and insightful. Our idea for Nykaa is founded on the belief that beauty is a very personal thing. When a person acts a particular way, at a particular moment in a particular context you find them beautiful, captured by the expression ‘Kya Khoobh Lagte Ho’.We had written a bunch of charming and insightful stories. And it was a delight when Prasoon came on board and brought them alive in a superb way that only he can. We are sure that this campaign will help brand Nykaa strengthen its position as a lovable leader in the beauty and lifestyle category.”

The films are now live across digital and social channels.