In the wake of the emotionally charged film Chhapaak, two beauty and personal care brands—Nykaa and Joy Personal Care—launched powerful campaigns spotlighting the lives and resilience of acid attack survivors. While Nykaa celebrated inner beauty and self-expression, Joy took a more functional, purpose-led approach by addressing the survivors’ specific skincare needs and calling for inclusive hiring. Here’s how both campaigns unfolded and the impact they created.
Nykaa – #WhatMakesYouBeautiful ft. Laxmi Agarwal
As part of its mission to make beauty inclusive and empowering, Nykaa joined hands with Laxmi Agarwal, the real-life acid attack survivor whose story inspired Chhapaak. Through the campaign #WhatMakesYouBeautiful, Nykaa redefined beauty as something deeply personal—far beyond superficial appearances.
“You can be any kind of beautiful you want. Makeup is just a tool to express that,” said Madhavi Irani, Chief Content Officer at Nykaa.
The heart of the campaign was a video featuring Laxmi doing her makeup while talking about what beauty means to her. In a powerful moment, she stopped midway and asked to complete the video without any makeup, believing that would send a more impactful message. This creative decision underscored the campaign’s core idea: beauty is defined by confidence and strength, not cosmetics.
The video was pushed primarily through Nykaa’s YouTube channel, with further amplification via social media, website, and app promotions.
Joy Personal Care – #JustHireOne
While Nykaa focused on changing perceptions, Joy Personal Care took a solution-oriented approach to create real impact. In collaboration with Grapes Digital, Joy launched #JustHireOne, a campaign aimed at supporting acid attack survivors through specialized skincare products and employment advocacy.
“We wanted to move beyond storytelling and act at a product level,” said Poulomi Roy, CMO, RSH Global (Joy’s parent company).
Recognizing that survivors have extremely sensitive and damaged skin post-surgery, Joy developed a range of skincare products tailored for their needs. The campaign was timed to align with the release of Chhapaak to maximize relevance and reach. The products were distributed as free samples via NGOs, and even given out at screenings of the film.
More importantly, the campaign carried a call to action: Joy urged companies across sectors to employ acid attack survivors, addressing the staggering statistic that 90% of survivors struggle to find jobs.
“It’s not about profits. This campaign reflects our values and our capabilities to contribute meaningfully to society,” Roy emphasized.
Creative Approaches
- Nykaa’s campaign was deeply emotional, with a cinematic narrative anchored by a real-life personality. The message was clear: beauty is personal, not societal.
- Joy’s campaign was practical and purpose-driven, focusing on a real product solution and tangible social change, like inclusive hiring.
Experts Weigh In
Steven Sadiq, Associate Creative Director, The Digital Street:
“Both campaigns tackled real challenges faced by acid attack survivors in compelling ways. Nykaa’s campaign stood out for its emotional twist and excellent execution. It was a complete package—authentic voice, relevant message, strong storytelling, and effective distribution. From a brand objective standpoint, Nykaa moved the needle a bit more.”
Sameer Makani, Co-Founder and Managing Director, Makani Creatives:
“Chhapaak ignited crucial conversations around acid attacks, and these two campaigns added real value to that discourse. Nykaa’s and Joy’s initiatives both bring awareness and empathy, though in different ways. Joy’s campaign, in particular, goes a step further with a call to action for corporate India to #JustHireOne, helping survivors reclaim their lives.”
The Verdict
Nykaa and Joy Personal Care took divergent yet complementary approaches to addressing the plight of acid attack survivors. While Nykaa championed self-worth and redefining beauty, Joy advocated for action through inclusive product development and social reform.
Both campaigns succeeded in their own right—Nykaa for its emotional storytelling and brand alignment, and Joy for its purpose-led innovation and societal call to action. In a world where cause marketing is often performative, these campaigns serve as meaningful examples of how brands can drive both awareness and impact.
