On the advertising and marketing plans for the brand: We are promoting and marketing Kay Beauty through organic ways of communication like print, ad films, tutorials and educational videos. We will also present all of this content on the Nykaa page and Kay Beauty page.
On being the brand ambassador: We have created the brand Kay Beauty based on my experiences of what I have learnt from the makeup artists I have worked with. It is my brand which says what I feel and think about makeup. It is different because it is based on what I feel a product should be. When you are endorsing a brand for somebody else that’s their creation and their take on what they want the product to be. This has been an incredible experience of how exactly I want the brand to be and having the freedom to be able to say what we wanted in our ad film and talk about beauty.
On the brand campaign #MakeupthatKares: The idea of the campaign is to promote makeup on the go. We want people to integrate it in their lives. It is something that you can use at any point and time when you need it. These are products which actually care for your skin. Makeup should actually care and blend into your skin and not just sit on the top of your skin.
On the CSR collaboration: I think it is really important for all of us to give back to the community which is giving us so much. The Kare initiative is going to pick up different causes of various foundations. We have now collaborated with De’Haat Foundation. The founder is someone who is trying to support craftsmanship and women. It is not just about the hand art but supporting the livelihood by providing employment to rural women.