Nykaa launches advertising campaign against gender stereotypes

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NEW DELHI : Beauty and Personal Care E-commerce Marketplace Nykaa has launched a new TV commercial featuring stories of six powerful women who challenge gender stereotypes and put women first.

The company, in a statement, said the commercial applauded the women’s stamina and quiet determination. “We are celebrating women and their innate resilience to stand up against all odds. The stories in the film are inspired by real women and we hope this will encourage more women to shamelessly pursue their dreams,” said a spokesperson for Nykaa.

As a “nayaka” or protagonist of her own unique story, each woman traces a journey fraught with pitfalls. The film delves into the life of an entrepreneur, stunt biker, mom mountaineer, hijab-clad rapper, transgender doctor, and mid-life chess master, to put highlight the power of their courage.

Narrated by actor-performer Ila Arun, the commercial was directed by Shashanka Chaturvedi of Good Morning Films and conceptualized by Abhijit Avasthi and his team at Sideways. Advertising is shown on television channels and digital platforms.

In a statement, Shalini Raghavan, group marketing director of the company, said: “The story of every woman who imagines and discovers her life story must be told and celebrated… Through this film, we reiterate this commitment to ignite its flight. … “

Earlier this year, the company launched another ad with actor Janhvi Kapoor which it hired as a brand ambassador in 2018.

For a business that started out as a market for women’s beauty products, Nykaa has now expanded to enter the fashion category and has also launched Nykaa Man. The company said it had more than 19.3 million unique visitors on average per month and nearly 4,000 brands listed on its website.

According to the Draft Red Herring Proposal Document (DRHP) that the company filed in August of this year, its operating revenues for fiscal year 2020-21 were ??2,440.89 crore, which he said was up 38.10% from the 2019-20 fiscal year. Its declared profit for the financial year 2021 amounts to ??61.94 crore, compared to a loss of ??16.34 crores.

India Brand Equity Foundation said India’s e-commerce market is expected to more than double to $ 111.40 billion by 2025, from $ 46.2 billion in 2020. Much of this growth for the industry was triggered by an increase in internet and smartphone penetration. Indian e-commerce will grow at a CAGR of 27% in 2019-24, with grocery and fashion / clothing likely to be the main drivers of the incremental growth.

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