Nykaa encourages every woman to be her own Nayaka

Nykaa has rolled out a campaign titled ‘Kahaani koi bhi ho, tum hi ho nayaka’ (no matter what the story, you are the hero). The campaign aims to remind every woman to embrace her place in the world and celebrate it. Conceptualised by Sideways Consulting, the film features six uplifting stories of women that showcase their journey, filled with the challenges they overcame to arrive at their destination. 

 

The film gives viewers a glimpse into the lives of a STEM (science, technology, engineering, mathematics) entrepreneur, a bike stuntwoman, a mountaineer mom, a hijabi rapper, a transgender doctor and a mid-life chessmaster. All these women traverse their own different paths with the common thread of determination that binds them together. 

 

Shalini Raghavan, group CMO, Nykaa, said, “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.”

 

The campaign will run across TV and digital platforms. 

 

CREDITS: 

Director: Shashanka Chaturvedi

Production house: Good Morning Films 

Creative agency: Sideways Consulting

Abhijit Avasthi, founder, Sideways Consulting

Cinematographer: Tetsuo Nagata