Tum hi ho ‘Nayaka’: Nykaa’s new ad campaign empowering women! 


Nykaa is one of the leading beauty brands in India. It sells beauty, wellness and fashion products across websites, mobile apps and 76 offline stores. Today Nykaa launched an ad campaign saying ‘Kahani koi bhi ho, tumhi ho nayaka’ which means you’re the hero of your own story.

The ad features stories of 6 different women, a bike stuntwoman, a mountaineer mom, a hijabi rapper, a transgender doctor, a STEM entrepreneur and a Chessmaster. It goes on with a strong poetic narrative in the background. All these women have different goals set and the ad features the glimpes of their journey and how even with challenges they achieve their own destination.

With each story, the ad inspires us to listen to our heart and when you set a goal for yourself no one can stop you. It tells us that you can write your own story and whatever story you’ll write, you’re the hero of that story. The ad inspires the women to be herself, to neglect the society’s standard of a so called “proper women.” It’s a very powerful message for all the women around the world.

While talking about the campaign The CMO of Nykaa Shalini Raghavan 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 ad is directed by Shashanka Chaturvedi and conceptualized by Abhijit Avasthi and team Sideways. For the background music, a strong powerful poetry in the voice of Ila Arun. With the hastag #TumHiHoNykaa the ad will run across TV channels and digital platforms from 4th of October