Nykaa’s new OOH campaign is all about staying ahead of the curve

Nykaa’s latest OOH campaign, conceptualized by Bare Bones Collective, captures attention with its witty and conversational approach. Displayed on bus shelters, the series of billboards eschews conventional product promotion for a more direct and culturally relevant dialogue with consumers. 

The campaign’s design is consistently clean and minimalist, featuring a white background accented with pink and black text. Each ad presents a concise, memorable line that positions the brand as a leader in beauty and wellness trends. Lines such as “Nykaa? More like naya kya?” (Nykaa? More like what’s new?), and “When it comes to the latest, we’re often early,” resonate with the audience’s continuous search for what’s new and next. 

Other messages, including “A new serum just dropped. But don’t worry, we caught it,” and “Before a lipstick goes viral, it goes on Nykaa,” highlight the brand’s role in discovering and curating new products. The campaign also incorporates popular cultural references, with taglines like “Our girl math is constantly adding new brands” and “We keep up with the goss. And the gloss.” These phrases use a familiar, friendly tone that helps build a relatable connection with the consumer. 

The strength of the campaign lies in its focus on smart, engaging copy. By prioritizing sharp wit over visual complexity, the ads effectively communicate Nykaa’s identity and value proposition. The strategy is built on a keen understanding of its audience, making the brand’s presence feel both current and genuine.