Nykaa launches ad campaign to challenge gender stereotypes

By: WE Staff | Tuesday, 5 October 2021

Nykaa, a beauty and personal care e-commerce marketplace has launched a new television commercial featuring stories of six powerful women who will put women at the forefront and challenge gender stereotypes.

The company, in a statement, said the ad film applauds the endurance and quiet resolve of women. “We celebrate women and their innate resilience to stand tall against all odds. The stories in the film are inspired by real women and we hope that will encourage more women to pursue their dreams unabashedly,” said a Nykaa spokesperson.

As a protagonist of her own story, each woman speaks about a journey with challenges. The film delves into the lives of a biker stuntwoman, a rapper in hijab, a mid-life chess-master, an entrepreneur, a mountaineer mom and a transgender doctor.

The ad has been directed by Shashanka Chaturvedi of Good Morning Films and narrated by actor-performer Ila Arun. The commercial is running across digital platforms and television channels.

In a statement, Shalini Raghavan, group chief marketing officer at the company said, “The story of every woman who imagines and discovers her life’s own narrative, needs to be told and celebrated…Through this film, we reiterate this commitment to ignite her flight…”

The company has also launched another commercial this year with actor Janhvi Kapoor which it had taken on as brand ambassador in 2018.

Starting as a marketplace for beauty products for women, Nykaa has now expanded and launched Nykaa Man. The company said it has had over 19.3 million monthly average unique visitors and close to 4000 brands listed on its website.

The company’s revenue from operations for FY2020-21 was ₹2,440.89 crore, according to the draft red herring proposal (DRHP) document that the company filed in August this year. This was up 38.10 per cent from FY2019-20. Its profit for the financial year 2021 was ₹61.94 crore whereas the loss was ₹16.34 crore.