Kaya Skin Clinic aims to advertise its variety of skin care services through innovative signage and displays. The target audience is females aged 16-40 in tier 1 and 2 Indian cities who have high disposable incomes. Three advertising proposals are described: 1. Digital displays on traffic signal posts would use LED lights to show acne clearing as the signal changes from red to yellow to green. 2. Lenticular prints on airport conveyor belts would create an optical illusion of an aging face becoming rejuvenated as the belts move, informing people about anti-aging products. 3. A 3D printed sticker on a mall facade would use strategically lit and unlit windows to project images of sun spots

2. Primary Focus
• We have aimed to advertise the varied services of Kaya Skin Clinic and it
being the solution zone for all skin issues.
• Target audience profiling;
Geographic
• Tier I & II cities in
India
• Areas of impulse
buying and in
store/clinic vicinity
Demographic
• Gender - Female
• Age – 16 to 40
• High income group
Psychographic
• SEC A, A-, B 1
• High user rate and
product knowledge
Behavioural
• High consumer
loyalty
• Impulse
usage/buying
pattern

3. • The traffic signal posts shall be utilised to create a digital board effect
• On one side is the traffic signals while the other has rectangular boxes having a female model’s
face
• When the light turns red, small LED’s of the same colour light up on the face portraying acne
• When the signal turns Yellow, small LED lights of only yellow colour switch on, showing a
reduction in acne
• When the green signal comes on, all the LED lights on the face switch off, a message is
displayed – GO KAYA
Focus – Vehicle bound consumers
Requirements – Sun board signage and LED lights

4. • The conveyer belts will have Lenticular prints of
a wrinkled old face and a revitalised one
• When the conveyer is moving with luggage,
an optical illusion will be created
• Due to the different blades of the conveyer the
viewer can see the illusion
• This optical illusion shall help disseminating
information about the anti-aging products of
Kaya Skin Clinic
Focus – Airplane commuters
Requirements – Lenticular printing on conveyer
belts
Focus – Mall visitors and impulse
customers
Requirements – 3D printed sticker on mall
facade
• The mall façade shall have a huge face
printed and strategically placed.
• In the day time a few windows will be open
inward to show sun spots
• In the night, the face is lit up due to the
various windows of the mall
• We propose the windows below the eye
being switched off and hence projecting
dark circles on the visage