16th Sept, 2025, New Delhi : Clinikally, India’s leading destination for skin and hair health, launched its breakthrough brand campaign “Kaun Hai CK?” that transforms the mystery around perfect skin and hair into a simple revelation: the answers have been there all along, through science-backed expertise rather than social media trends.
The compelling brand film opens with a relatable protagonist struggling with persistent skin and hair issues like acne breakouts, hair fall, dull skin, and everyday battles that millions of Indians face. Throughout his frustrations, his friend consistently offers the same advice: “CK se puch le” (ask CK). When the exasperated protagonist finally demands “Kaun hai ye CK?” (Who is this CK?), the answer transforms everything: CK is Clinikally, India’s leading destination for comprehensive skin and hair health solutions.
The Friend Everyone Wishes They Had
“We realized that in every friend circle, there’s always that one person everyone turns to for skincare and haircare advice,” said Isha Godboley, Head of Brand Marketing, Clinikally. “We wanted to show that Clinikally is that trusted friend, only backed by actual dermatological expertise, AI technology, and proven results rather than just opinions.”
The campaign strategically addresses a critical gap in India’s ₹22,000 crore beauty and personal care market, where consumers are increasingly overwhelmed by conflicting advice, influencer recommendations, and products that promise everything but deliver little.
Addressing Real Consumer Pain Points
The campaign arrives at a pivotal moment for India’s beauty consumers:
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71% of Gen Z discovers skincare through social media, often leading to misinformed purchases
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Average Indian spending on beauty products remains at ₹1,200 annually, significantly below global standards
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Rising skin conditions due to pollution, stress, and lifestyle changes affecting urban populations
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Information overload causing decision paralysis among consumers seeking effective solutions
Building Trust Through Authenticity
Rather than featuring celebrity endorsements or unrealistic transformations, the “Kaun Hai CK?” campaign centers on genuine relatability and expert recommendations, the most trusted form of marketing among Indian consumers.
“Our vision is to make Clinikally synonymous with trusted skin and hair health advice in India,” said Isha. “Just like people say ‘Google it’ for search, we want them to say ‘CK se puch le’ for any dermatological concern. But unlike search engines, we provide expert-verified, personalized solutions.”
