Starcom IP wins digital marketing mandate for Kaya

Starcom IP, the digital arm of the Starcom MediaVest Group, has won the digital marketing duties for Marico's skin care brand Kaya.

Starcom IP had earlier worked with Kaya on a campaign to campaign basis, but now it will be the sole agency to conceptualise and execute all forms of online and mobile marketing activities of Kaya.

The brand will use digital marketing to boost the usage of its skin care products and increase traffic in its clinics and weight and wellness centres, called Kaya Life.

Kaya plans to have digital marketing for both brand building and lead generation purposes. Marico is planning online marketing campaigns which will be a mix of display and search marketing. The company aims to generate 1,000 leads on a daily basis through online marketing initiatives. The plan is to use geographical and behavioural targeting to reach its target audience.

The company will spend about 10 per cent of its total advertising and marketing budget on the digital media.

The Kaya brand is operational across 26 cities and has 95 clinics in India and 13 clinics in West Asia. It owns two websites, Kayaclinic.com and Kayalife.com. The company also plans to start 45 new skin care centres or clinics in the next three years.