Nykaa empowers women to be the Nayaka of their own story
The last lines of Nykaa's latest marketing film, Kahaani koi bhi ho, tum hi ho nayaka, are a resounding reminder of its origins, a message for every woman to embrace and cherish her place in the world. Since its inception, Nykaa has been an ardent advocate of women taking control of their own stories, and has found methods to honour their tenacity. The brand is now celebrating the tenacious endurance and quiet resolve that has been intrinsic to women throughout history with a new film containing six uplifting stories with a stunning lyrical narration.
Each woman in the video charts a difficult road to reach her objective as the nayaka of her own unique story. A STEM entrepreneur, a bike stuntwoman, a mountaineer mom, a hijab-wearing rapper, a transgender doctor, and a mid-life chess master are among those featured in the video, which reveals the electric power of their grit. Each woman travels her own road, which eventually converges into a shared thread of determination that bonds them together.
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The film encourages you to listen to your own voice with each frame and underlines that there can only be one nayaka in your storey: YOU. The essential spirit of brand Nykaa is woven throughout this stunning story: subtle but crucial reminders of the transformational potential of beauty, which is beyond physical manifestation.
Shalini Raghavan, Group CMO at Nykaa, says: “The story of every woman, who imagines and discovers her life’s own narrative, needs to be told and celebrated. How a woman chooses to express herself is about heart and intuition and at Nykaa we will always be her champion. Through this film we reiterate this commitment to ignite her flight to be the nayaka of her own story.”
Tum Hi Ho Nykaa was directed by Shashanka Chaturvedi of Good Morning Films and produced by Abhijit Avasthi and the Sideways crew. The film's cinematographer, Tetsuo Nagata, is known for his work on films featuring Ila Arun's haunting voice. From October 4th to October 4th, #TumHiHoNykaa will air on various TV channels and internet platforms.