Our selfie-powered world is often obsessed with appearances. Nykaa, a leading beauty and lifestyle brand, is breaking the mould with its latest campaign, Kya Khoob Lagte Ho. Directed by celebrated ad filmmaker Prasoon Pandey and conceptualised by creative powerhouse The Script Room, this campaign comprises four heartfelt films that touch the soul and redefine the essence of beauty.
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Nykaa’s Kya Khoob Lagte Ho campaign delves deep into the fabric of everyday life and relationships. The films are a reminder that our unguarded, authentic selves are often the most beautiful versions, especially to those closest to our hearts. It encourages us to expand our definition of beauty beyond what meets the eye and consider what the heart perceives.
The Kya Khoob Lagte Ho films masterfully capture this essence through personal yet universally relatable situations. Each story features unique 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.
When a brother visits her successful sister at her office, he is surprised to see the position of power she holds in the office. While he celebrates his sister’s success, he finds her the most beautiful when she is his goofy sister ‘Nimbu’
There is nothing more heartwarming for her mother than seeing a reflection of herself in her child. When the child replicates her mother, the mother cannot stop herself from smiling and complimenting the daughter.
It is often stereotyped that women get very anxious about how they look before their wedding but the beauty brand showed the groom getting super particular about his skincare routine while the bride pulls his leg for the same. While doing so, we could not stop ourselves from saying ‘Kya Khoob Lagte Ho.’
Teachers are truly a guide and a shining light for their students. This particular film is great to look at because the teacher encourages the students to be their true selves instead of being ‘picture perfect.’
Nykaa’s Kya Khoob Lagte Ho films are now live across digital and social channels, inviting viewers to appreciate a beauty that is not only about external beauty. It transcends the obvious, the physical, and the visible, emphasising the extraordinary beauty in everyday relationships.
Falguni Nayar, founder, and CEO of Nykaa, expressed her thoughts on the campaign, saying, “At the heart of Nykaa resides an idea of beauty that is uninhibited and original to everyone who wants to express themselves. 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.”
Ayyappan Raj, founder of The Script Room, also shared his insights, stating, “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 Khoob 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.”
Throughout the years, the beauty brand has consistently explored various facets of beauty through powerful storytelling. Previous campaigns like Haseen Tu, Haseen Din celebrated the confident strides made by women in different walks of life. Tum Hi Ho Nykaa inspired individuals to listen to their inner voices, while Tu Khoob Saj encouraged everyone to celebrate life and sparkle during the festive season.
Nykaa’s Kya Khoob Lagte Ho campaign continues to push boundaries and redefine beauty standards, reminding us all that the most beautiful version of ourselves is the one that shines from within, resonating with the vast universe of its customers.
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