JAIPURIA INSTITUTE OF MANAGEMENT, INDORE

PGDM BATCH: 2018-20

TRIMESTER V
BRAND MANAGEMENT

ASSIGNMENT 01: CAMPAIGN SUMMARY – 750 WORDS

CAMPAIGN TRAIL: WORK THAT WORKS

-KAY BEAUTY BY KATRINA KAIF

SOURCE: ETBRANDEQUITY

SUBMISSION BY:

AMRITA LUDHWANI (JI/2018-20/0012)

ANIK JAIN (JI/2018-20/0014)

KSHITIZ AURORA (JI/2018-20/0055)

MAYANK DANGODRA (JI/2018-20/0062)

MAYANK JAIN (JI/2018-20/0061)

RAJAT SHARMA (JI/2018-20/0084)

SHIV SHAKTI SINGH (JI/2018-20/0114)

SUBMISSION TO:

PROF. HIMANSHU MANGLIK

 CAMPAIGN SUMMARY FOR ‘KAY BEAUTY’ BY KATRINA KAIF
Katrina Kaif, the Bollywood actress, on 22nd of October 2019, launched her first every beauty brand ‘Kay
by Katrina’ which she was looking forward to since past two years. With the slogan for the brand ‘it’s kay
to be you’ – the brand’s very first ad before the launch caught its viewers’ attention in large number and
work that broke the clutter. The campaign was such a success that it made to the top of the list of most
creative ad last week, as sourced by ETEQUITYBRAND.

The ad video featured all types of women, who have their own choices and likes and hence encourages
women to carry on with the same as they wanted to. Being an extremely colourful ad, it features women
from being extremely simple to being glamourous, having their makeup on while not yet sacrificing on
their skin’s health. As Katrina personally believes and states “I’m always on the clock, always on the run,
with endless shoots that involve me wearing make up all the time. As much as I love the look and feel of
it, I do wish my skin felt as comfortable, as I did wearing it.” Stating this, the ad clearly portrays the idea
of whatever busy life women are having they can still be their best while being comfortable in it.

She also states, her Kay Beauty is “a bridge between high glamour and care”. Women portrayed come
from multiple background in the ad, with a very upbeat music to interest the young energetic generation.
The intensity is clearly defined also with the statement ‘its kay to be you’; which certainly is an extremely
confident statement.

The line that specially our and the viewers’ attention was “If you don’t feel like a princess, its because you
are queen.” Many other such statements also, contributed in adding to the boldness and uniqueness of
the creative ad. In our opinion, the ad was a huge kick start to add to the contribution of the brands’
launch in the initial phase which was again important for it to position itself in the market.

It was indeed a unique start to the brand, because their very first ad chose the ‘cause’ root to make their
impression and encouraging women to be themselves without paying heed to societal judgment. The
question remains how this brand continues to strive what they started even before the actual brand did!
Customers now, have created a perception, and it becomes a challenge for the brand to stay true to their
original theme yet be able to bring something new each time they come in front of the mass media and
still be able to maintain the same amount of impact at least.

The very first impression was well made, indeed, hitting 159,000 followers on Instagram within 3 rough
weeks and 801,000 views on YouTube. No doubt, there’s still scoped to play this even better, if the brand
is able to stick to the cause and stay true to it because that’s how they opened themselves as and certainly
audience is expecting nothing less!