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Chaitanya Nallan

While content marketing is a go-to tactic for D2C startups to engage with and educate consumers, it is definitely not any Tom, Dick and Harry’s play. With so much clutter of already existing content, creating something outstanding that catches the audience's attention and helps brands to carve a niche for themselves among the plethora of companies that spend huge bucks on marketing, is highly challenging for startups.

Collaborating with the right content partners is the key, be it an influencer, content creator, or platform. For brands, partnering with the right content platform, using targeted channels of communication and relevant creators make the sailing easier.

Chaitanya Nallan, CEO and Co-Founder of Skinkraft, India’s first AI-enabled customised personal care D2C startup, told BuzzInContent that the most important thing to keep in mind while partnering with content platforms and creators is to gauge if the brand matches the platform’s and its audience’s ethos.

“The brand ethos has to match while publishing branded content on any content platform for its audience. The platform should bring in a lot of insights for the consumers and their needs, so that the brand associates with content that is suitable for the audience and in the format they desire,” said Nallan. 

Nallan said creating content that can satisfy and interest the audience is a difficult task. Finding the right channels and the right formats is one big challenge of content marketing. He said the brand aims to consistently create high-quality content for its audience by understanding their different personas and producing it in suitable formats.

For Skinkraft, India’s first AI-enabled customised personal care D2C brand, the startup journey in content marketing is not new as its founders Nallan, Sangram Simha and Veerendra Shivhare had already been successfully running two women-centric digital media platforms — and They have themselves been creating branded content solutions for India’s top brands on the platforms.

Content marketing is an important marketing tool for Skinkraft. The brand allocates one-third of its marketing budget to the medium. Nallan said, “Coming from a media background, we understand the power of communication through content very well. Our brand is not an easy product to sell. We are not straightaway selling hair oil. We are asking the consumers to answer 30 questions before we suggest a product to them. Any consumer will only make so many efforts if they know the importance of our products. The only way I can communicate the importance is by telling them to get used to the products that are right for them. Therefore, we create a lot of educative content.”

In February this year, SkinKraft launched its first-ever brand campaign — #iammytype. The proposition of the campaign is to celebrate uniqueness and debunk stereotypes. Every individual has his or her own distinct personality, sets of religious beliefs, habits, lifestyle, philosophies, political instincts, and professions. Why should their skin and hair care be generic and not tailored just for them? As part of the campaign, the brand launched a film ‘I am my type’, talking about breaking the shackles that try to pigeonhole women

Most recently, the brand extended its brand campaign #Iammytype on social media through a video series featuring opinion leaders, innovators, artists and experts across industries.

Elaborating, Nallan said the brand launched the campaign in February as a test with 20 bloggers to repost the main video to set the ball rolling. “This 20 became 30 and then 40. We are getting a lot of interest from small organic content creators. This is heartening to see because it means that the brand is striking the right chord somewhere.”

Other than this campaign, the brand is testing waters with various content styles, themes and formats and once they figure out what’s best for them, they will go all out in the market with a burst of content-driven initiatives. Currently, Skinkraft relies heavily on microbloggers and organic content.

Nallan added, “Apart from this, we sell our products via testimonials. Influencers are sent the product for testing and they share their feedback. We have also done small-time campaigns through testimonial videos to market the product. They are designed to tell what SkinCraft is, what it does and how it works.”