Nykaa Redefines Beauty Branding with Witty, Conversational OOH Campaign Conceptualised by Bare Bones Collective

In an industry often dominated by glamorous visuals and product-centric billboards, Nykaa has chosen to break convention. Its latest out-of-home (OOH) campaign, conceptualised by Bare Bones Collective, sidesteps the predictable route of product shots and promotional offers. Instead, it takes a copy-first approach, using witty, conversational lines to spark curiosity and engagement.

With messages like “Nykaa? More like naya kya?” and “Before a lipstick goes viral, it goes on Nykaa”, the brand delivers not just advertising—but a cultural conversation.

? Why Nykaa Chose Wit Over Product Push

For a brand that has already achieved category dominance in online beauty and lifestyle retail, Nykaa doesn’t need to constantly show its catalog to remind people what it sells.

This campaign’s objective is different:

• Cultural relevance – Become a part of everyday conversations.

• Smart recall – Use memorable, witty lines that stick with urban audiences.

• Category leadership – Signal that Nykaa is not just a retailer but a trend authority.

• Brand refresh – Engage Gen Z and millennials with playful language.

By turning its billboards into chat starters rather than sales pitches, Nykaa demonstrates maturity as a brand comfortable with subtle influence rather than overt selling.

?️ The Creative Strategy: Copy at the Forefront

The standout feature of the campaign is its text-first creative direction, where the words themselves become the hero of the ad.

Examples include:

• “Nykaa? More like naya kya?” – A clever pun that refreshes the brand name while suggesting newness and discovery.

• “Before a lipstick goes viral, it goes on Nykaa.” – Positioning Nykaa as the launchpad for beauty trends, not just a store.

• “Don’t just add to cart, add to culture.” – Signaling Nykaa’s role in shaping lifestyle choices.

The absence of heavy product imagery is intentional, allowing minimalist design with bold typography to grab attention in crowded OOH environments.

? OOH Media Placement: Where Culture Happens

Nykaa’s campaign is strategically deployed in metros and high-visibility zones, including:

• Mumbai – From Bandra to Lower Parel, where cultural trends often begin.

• Delhi NCR – Premium markets, metro routes, and shopping districts.

• Bengaluru – Youth-centric IT corridors and lifestyle hubs.

These urban hotspots ensure that the witty one-liners reach a mobile, socially active demographic, likely to share, discuss, and amplify the message beyond physical billboards.

? Why This Approach Resonates

In today’s ad-saturated world, audiences are more likely to ignore a traditional product ad—but they’ll remember a clever one-liner that makes them smile.

Nykaa’s OOH campaign works because it:

• Engages curiosity – “Naya kya?” becomes a trigger for both laughter and brand recall.

• Generates organic buzz – Lines are meme-worthy and easily shareable on Instagram, Twitter, and LinkedIn.

• Builds authority – By framing itself as “the place before trends go viral,” Nykaa cements leadership in beauty discovery.

• Appeals to aspirational audiences – Urban millennials and Gen Zs love brands that speak their language.

? Bare Bones Collective: Creative with Edge

The campaign is conceptualised by Bare Bones Collective, a creative agency known for bold, disruptive storytelling. Their approach to Nykaa’s brief was to strip advertising back to its essence—words and wit—and let clever writing replace the clutter of product-heavy visuals.

This minimalist yet sharp execution stands out in India’s crowded OOH landscape, making every billboard a conversation piece.

? The MyHoardings Perspective: A Lesson in Brand Maturity

At MyHoardings, we’ve seen how OOH works best when it reflects confidence, cultural timing, and category leadership.

Nykaa’s campaign exemplifies:
✅ OOH as conversation, not just communication
✅ Confidence to avoid product shots—a move only strong brands can afford
✅ Localized wit that works in Indian metros
✅ Integration potential—lines that can seamlessly translate into digital, social, and even in-store messaging

This is more than advertising—it’s branding through personality.

? Plan Your Own Conversational OOH with MyHoardings

Whether you’re in FMCG, fashion, edtech, or fintech, witty, copy-driven outdoor campaigns can transform the way your brand is perceived.

At MyHoardings, we help brands:

• ✍️ Craft impactful copy-first OOH creatives

• ? Identify high-traffic, culturally relevant sites

• ? Measure recall and engagement impact

• ? Bridge offline visibility with digital buzz

? Call/WhatsApp: +91 995384-7639
? Email: business@myhoardings.com
? Visit: www.myhoardings.com

? Conclusion: Nykaa Shows That Words Can Sell More Than Pictures

With this Bare Bones Collective conceptualised campaign, Nykaa proves that OOH can be clever, minimal, and culturally magnetic without a single lipstick visual on display.

By turning outdoor sites into conversation starters, the brand reinforces itself not just as a marketplace but as a trendsetter in India’s beauty culture.

In a market cluttered with direct product pushes, Nykaa’s witty outdoor voice feels refreshing, confident, and unforgettable.