IGNOU MNM 25 2026 - Digital-first advertising campaigns by brands such as Nykaa, Boat, Mam

Question

Digital-first advertising campaigns by brands such as Nykaa, Boat, Mamaearth, or Meesho rely heavily on online advertising tools and hybrid media strategies. Analyse any one such campaign and discuss how online advertising formats and digital integration strengthen brand visibility and engagement.

(Relevant Units: Unit 9 - Online Advertising Trends; Unit 10 – Tools of Online Advertising; Unit 11 - Hybrid Advertising)

06 Jan 2026

Answer :

Word Count : 365

One of the most prominent digital-first advertising campaigns in recent years has been Nykaa’s “Nykaa Fashion – Beauty in Every Shade” campaign. This campaign relied heavily on a combination of online advertising tools and hybrid media strategies, blending influencer marketing, social media promotions, and targeted digital ads to reach its diverse audience. The integration of these online tools helped Nykaa not only expand its visibility but also create a deeper engagement with its target demographic, particularly women in urban areas. The campaign utilized a range of online advertising formats, including social media ads, influencer collaborations, video content on platforms like YouTube, and targeted ads on Instagram and Facebook. By incorporating these platforms, Nykaa was able to directly

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