MUMBAI: Kaya Skin Clinic, Marico's new venture, has launched a direct marketing promotions campaign for its Kaya Back Shine service. The ground promotions that will conducted will involve brand ambassadress former Mrs World Aditi Govitirkar. MediaCom is the media independent that is handling the account.

Kaya Skin Clinic CEO Rakesh Pandey says: "The Kaya Back Shine is an extension of the very popular skin polishing services offered for the face. We feel a beautiful back should be smooth, flawless and that's what the service offers clients."

The services that Kaya offers includes laser hair reduction, skin polishing and brightening, glycolic and salicylic peels, pigmentation and scar reductions, facials and face lifts amongst others. Dr Malavika Kohli is the medical advisor to Kaya Skin Clinic.

The company has plans to organise contests and give away prizes for females with the "most beautiful back". Kicking off the promotion at Athena, a Mumbai hotspot, Marico chairman cum managing director Harsh Mariwala stated that each of the unisex procedures offered at Kaya is a carefully balanced combination of science and aesthetics designed to substantially improve the skin's overall performance.

"It's an extension of the 12 brands that we have in our portfolio. Our executive team has carefully selected the most appropriate technology for Indian skin types. Our procedures are delivered using technology which is USFDA approved for safety and care," Mariwala adds.

The various brands of Marico are Parachute, Saffola, Sweekar, Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive and Sundari.