Kaya – Beauty In Safety
This International Transgender Day of Visibility, Kaya has launched a new initiative ‘Beauty In Safety’ that reiterates how beauty is intrinsic and visibility is more than representation.
For the longest time, there have been two worlds in existence. One world that discriminates and the other that welcomes you with open arms due to that same discrimination.
But what happens within the two worlds is not too different from one another. They seek out the same human experiences — to embrace laughter and joy. To feel loved. To feel safe. To feel a sense of belonging.
These are shared experiences on the inside. Despite the difference in the way both worlds look on the outside.
Our world, however, believes these are meant to be celebrations reserved for people who look like us. Quick to shun, unwilling to learn or understand.
But their world, on the other hand, opens its doors, asking you to step in and celebrate with them. Compassionate, already having walked miles to create a place for themselves — even if only away from everyone else.
Once you walk through those doors, we come to see that the only difference between us is the difference in the way we treat each other. That at the core of it all, we’re just the same. We’re human.
When someone compliments you, not one face is left without a smile.
When your loved ones disregard what’s important to you, you tend to withdraw.
When a stranger shows you kindness, gratitude is felt in multitudes.
When you feel unheard, it’s easy to feel like you should drown your voice.
The difference lies in exclusion versus inclusion. What separates us is our way of thinking. When we come to realize that the exterior cannot change who we are at heart — human — is when we slowly come to bridge the gap between the two worlds.
“In collaboration with PeriFerry, an equal employment opportunity organization for the Transgender community, we are working towards building a more inclusive space within the world of Kaya.
Across our Kaya skin clinics, we extend employment opportunities within the Transgender community because we believe the responsibility to introduce change begins with us. For too long, people have been left out for who they are.
We have always been advocates for embracing what makes you feel beautiful. This is true for every single individual and we want them to know that they are heard.
To celebrate the day of Trans Visibility, also known as International Transgender Day of Visibility, Kaya hopes to show its support for Transgender inclusion today with a marker of an event close to the community’s heart to symbolize support for a lifetime. Along with employing all, we also want to provide a safe space for 20,000 Transgender individuals who have been marginalized from having equal access to medical inclusion. Kaya’s initiative is geared toward distributing sanitizer bottles across to equip these individuals with the care and safety they need during the current times.
The one universal truth we believe in is that Beautiful is You. And this holds not just for what is on the outside but also on the inside and the kind of world we aspire to create for people around us. Inclusion is beautiful. Making people feel loved is beautiful. Making people feel like they belong is beautiful. And above all, creating a safe world for everyone is beautiful. #BeautyInSafety”
India’s transgender community has been overlooked and underserved in every aspect of life. At Kaya, we have taken the first step towards dissolving the differences by creating employment, providing upskilling, and ensuring gender-inclusive and sensitised services and workplaces for trans people.
About Kaya Limited:
Kaya Ltd. provides customized and personalized skin and hair care solutions through over 70 Kaya Clinics across India. 18+ years of enabling beautiful skin fuelled by intense curiosity to constantly evolve and mirror our audience’s mind-sets. Kaya delivers flawless skin and healthy hair through expert skin and hair care solutions that includes services in the areas of Acne/Acne-scar Reduction, Brightening, Pigmentation, Anti-Aging, Laser Hair Reduction, etc. along with regular beauty enhancement services. Kaya has developed a range of more than 60 products and 600 services with the help of our expert dermatologists ranging from daily essentials to specialized ones that work across skin and hair care problems. Kaya offers personalized solutions by 140 expert dermatologists delivered through a synergistic combination of products and services backed by state-of-the-art safe skincare technologies.
Credits
Campaign: Beauty In Safety
Advertising Agency: Schbang, Mumbai, India
Head, Schbang Motion Pictures: Abhimanyu Balasubramanyam
Director & EP: Raashi Priya Nahata
DoP: Siddhanth Khemka
Creative Producer: Jainit Juneja
Creative Director & Scriptwriter: Riya Parekh
Group Impact Manager: Varsha Rohani
Sr. Brand Impact Strategist: Priyadarshini Mukherjee
Creative Impact Strategist: Ashmita Ghosh
Brand Impact Visualizer: Bijoyeeta Taye
NGO Partner: Tweet Foundation
Vice President: Rhea Amin
Group Solutions Manager: Aakriti Birla
Team Lead: Disha Gala
Senior Solutions Strategist: Rucha Patki
Junior Solutions Strategist: Sanika Palande
Voiceover Artist: Gazal Dhaliwal
Editor: Vishnu Prasad
Music: Schbang 808, Bombay Noor
Colorist: Yash Soni
Recording Studio: Island City Studios
Sound Engineer: Aria Nanji
Art Director: Anvay Chavan
Sr. Graphic Visualizer: Akash Mhatre
Graphic Visualizer: Yesha Parekh
Graphic Visualizer: Devika Kulkarni
Graphic Visualizer: Yashvi Shah
Line Producer: Lalit Sippy
Camera And Light Equipment: Accord Equips
Spot Boy: Abdul
