New Delhi: To celebrate the season of love, Clinikally, India’s leading e-pharmacy platform for skin care, hair care, and wellness launches ‘Loyalty That’s Skin Deep’, a high-engagement digital campaign designed to spark intrigue and drive social media conversations. The campaign plays on the viral nature of relationship drama, drawing audiences in before cleverly tying the narrative back to Clinikally’s seamless online dermatology consultations.
The campaign commences with a narrative of a young couple’s seemingly perfect relationship taking an unexpected turn when the boyfriend notices his girlfriend’s strange behavior—constantly on her phone, giggling at messages, taking multiple selfies and saving a mysterious contact. His friends fuel his paranoia and insist that she’s cheating on him. As tension builds, social media erupts with debates and theories, turning their story into an internet-fueled relationship scandal.
But then comes the unexpected twist—when he finally confronts her, she reveals the truth that she wasn’t texting another guy; but a Clinikally’s dermatologist. Her “suspicious” behavior was simply her dedication to a personalized skincare plan, provided by expert advice.
Talking about the campaign, Isha Chakraborty, Head of Brand Marketing, Clinikally said, “With this campaign, we wanted to tap into the viral nature of internet drama while delivering a fun yet meaningful message—expert skincare is no secret. By blending intrigue with humor, we’re engaging audiences in a way that feels natural to social media while showcasing how Clinikally makes dermatology consultations seamless and accessible.”
To make the campaign more interesting, Clinikally unfolded this campaign in three phases. In the Pre-Launch Phase, “The Suspicion Begins” started with leaked WhatsApp chats, Reddit/X posts, and influencer reactions that spark speculation about a cheating scandal. Phase 2 – Main Viral Push i.e. “Caught in the Act” shows how curiosity peaks when a blurry video circulates, fueling online debates and meme frenzy. Finally, the big reveal i.e. Phase 3 in which “The Truth Comes Out” flips the narrative, showcases Clinikally’s seamless dermatology consultations in a humorous twist.
With this campaign, Clinikally leverages the universal themes of trust, relationships, and digital secrecy. It creates a dramatic build-up to keep the audience hooked before revealing an unexpected twist. This campaign reflects the need for the company’s core services i.e. seamless online dermatology consultations; while also highlighting the role of digital healthcare in providing accessible and reliable solutions.
About Clinikally
Clinikally is a YCombinator-backed digital health platform focusing on Dermatology & Nutrition through a full stack online pharmacy and teledermatology offering. The company has also been backed by the likes of Tribe Capital, Goodwater Capital, Sequoia US and MapMyGenome’s Anu Acharya. Clinikally has reached over 18000+ pincodes making it one of India’s fastest growing consumer health platforms. As of 2024, Clinikally has over 15L happy customers, and a wide pool of over 500 experienced doctors.
