Webchutney elevates Kaya Skin Clinic’s brand presence

New Delhi:In a bid to increase the brand’s outreach among the digitally savvy, constantly evolving, urban Indian consumer, premium/leading beauty service provider Kaya Skin Clinic has donned a fresh new digital avatar announcing the launch of their redesigned/revamped website (http://www.kayaclinic.com/). Webchutney, India’s leading digital marketing agency has led the brand’s digital initiatives to infuse greater interactivity and deeper engagement in their existing brand identity while making it more approachable on the web.

Today, the services-led business arm of Marico has 82 clinics in 26 cities across India, 19 clinics in the Middle East and 2 clinics in Bangladesh with a team of over 280 dermatologists and a customer base of over 6 lakh men and women. In 2010, Kaya also acquired the leading aesthetics company DRx Clinic with 3 centers across Singapore and Malaysia. Despite having a distinct edge over competitors with world class technology and an exhaustive list of services for personalized skin and beauty care, it desired to bring alive and inspire the ‘awe of transformation’ more effectively in its brand communication online.

“Kaya has built a reputation as the ultimate expert that solves all skin problems. The brand is much more than just a problem-solver, it offers the consumer complete beauty transformations. Our new identity is inspired by insights gained through research and consumer feedback. Revamping our website has been an important part of this repositioning exercise. There has been a 360 degree overhaul of our website that is in tandem with the new brand identity. We are extremely happy to have had Webchutney as our partner. The team understands our brand and we have been very impressed with their creative ingenuity”, said Suvodeep Das, Marketing Head, Kaya Skin Clinic.

Commenting on the redesign, Nishi Kant, Executive Creative Director, Webchutney said, “The refurbished website includes a host of interactive elements and intuitive features such as an interest based Compliment Cloud to push supplementary services, facility to book online appointments, interactive forms for campaign registrations, social plug-ins for Facebook and Twitter, clinic locator, loyalty promotions, e-coupons/codes, e-shop to purchase products conveniently and much more to spark conversations and increase brand advocacy through the website. In a sense, the website has been designed to establish an active network of existing and prospective beauty enthusiasts as well as existing users to get a first-hand experience of the state-of-the-art services offered at Kaya and spread the word.”

Speaking on the partnership, Sidharth Rao, Chief Executive Officer, Webchutney said, “We are delighted to have the opportunity to partner with Kaya Skin Clinic which strengthens our existing and long-standing relationship with Marico. We are confident that this initiative will achieve the desired positioning for Kaya as a brand and help establish an indispensible relationship with their core audience, online.”

In terms of technology, the web design is architected by a ‘LAMP’ stack (Linux, Apache, MySQL and PHP) at the backend with web pages developed in HTML5 for compatibility with iOS devices including mobiles and tablets. It conforms to W3C coding standards and employs popular CMS Drupal to manage dynamic data and site content efficiently. Apart from the site design and maintenance, Webchutney will also undertake tactical search engine optimization for Kaya to build greater traction and drive more visibility for the brand.

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