Hamdard Laboratories India launches new campaign for SAFI

The mother-daughter relationship is the most powerful bond in the world, and for better or for worse; it sets the stage for all other relationships. A teenage girl always dreams about having beautiful and glowing skin just like her mother.

But for daughters, adolescence is the most difficult phase and the growing years with acne /pimple stake their toll. The young women go through a phase of low self esteem and blame  mothers for not having given them the flawless skin just like theirs. Even the chemically treated creams and topical lotions don’t help much to get smooth and flawless skin, which needs to be purified from within, to eliminate the toxins due to dust and pollution in the environment.    

Hamdard Laboratories (India), a 100 year old iconic brand, and India’s leading Health & Wellness  Company, launches new campaign for SAFI. 360 promotions planned across TV/Online/Print /Outdoor/Social Media.

In their latest TVC, a strong and stark expression of “I HATE YOU MOM” is used, but subliminally  layered with the thought of love because it’s the daughter’s envy of her mom’s flawless skin,  her beauty, that she wants as an inheritance. What makes her anxious is her patchy skin, acne and pimple and makes her confidence low.

The innovative campaign has been developed by Rediff Y&R, the newly appointed agency of Hamdard and was shot by Film Farm productions.

Speaking on this, Mansoor Ali, Chief Sales and Marketing Officer, Hamdard Laboratories said “Safi has always been positioned as a natural blood purifier that acts from within. The product is based on the herb based Unani system of medicine and works from within the body, addressing the root cause of skin problems. The deep rooted action of Safi, as opposed to topical applications is the key differentiator. Safi is an effective pimple fighter, healing the skin and making it look radiant naturally.The whole concept of “Ragon Mein Khoobsurati”, playing on a deep consumer insight of young girls envying their mothers’ flawless skin is the idea behind the new Safi TVC. The girls then realize that the solution lies within, and Safi is what gives them that inner beauty. This new campaign will help us get new users, while retaining the huge loyal base of existing ones. Not positioned only for women, there is a boy version too of the campaign.

Mr. Nilotpal, Brand Manager, Hamdard Laboratories said “In purposive category like pimple, acne & skin care, Emotion & Anxiety drives the brand selection. Basis this insight new campaign attempts to establish the relevance of the brand in everyday life of the TG. Creative hook of the campaign based on the fact that “the daughters envy of her mom’s flawless skin, her beauty that she wants to get as inheritance” but unfavorable environmental conditions makes it difficult. That’s where the need of SAFI arises which help get rid of the root cause of your skin problems.

Ms. Suman Verma, Head of Operations Rediff Y&R said Adolescence is a very difficult time for children and their parents, and it tends to happen in girls earlier than in boys. This is the time, thanks to puberty and hormonal changes that most youngsters- boys & girls go through a breakout phase. The acne /pimple stage of life takes its toll on both the genders. While boys manage it better, it is the young women who go through a phase of low self esteem & diffidence and blame moms for not having given them flawless skin. The current SAFI film is based on such insight.

“I HATE YOU MOM” is a strong stark expression used in the film to bring out the emotion, adolescence feel. But it is layered with the thought of love because it’s the daughters envy of her moms flawless skin that she wants. After all, every mother is prettier than her daughter, in the Childs eye.

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