Hamdard Safi leverages influencer marketing on millions of lock screens though Glance+Roposo
“"When we set out to redefine the traditional standards of beauty, we wanted to team up with an innovative platform that could effectively deliver our message. Other than the novelty of communicating to our audience on screen zero, what drew us was the sheer scale & access to premium creators that Glance & Roposo gave us. Moreover, with robust influencer marketing solutions – that encompassed choosing the influencer, creating the videos and campaign reporting – our biggest worries were taken care of. We look forward to exploring future partnerships with Glance & Roposo.The Hamdard SAFI campaign had a 360-degree campaign across media with the message "Sachai Andar Achchai Bahar". To make the campaign more impactful on mobile platforms, we leveraged Glance, which allowed us to access screen zero and did so through the voice of inspiring creators who delivered our story to millions. We effectively highlighted an important issue while increasing brand love & moving business results on Glance." - Abhishek Kumar, Brand Manager
As one of India’s leading brands in the wellness, beauty and healthcare space, Hamdard Laboratories has carved a niche for itself with a blend of tradition and innovation. The brand’s product line – consisting of herbal medicines and products – is a result of rigorous R&D and technological disruption. With an agenda of creating a clutter-breaking integrated marketing campaign, they turned to engaging, influencer-led narratives on screen zero. The activity, positioned as "Sachchai Andar Achchai Bahar" brings forward Safi’s product truth of being a natural blood purifier, responsible for glowing skin. True beauty transcends beyond the stereotypes set by the society – This strong message lies at the core of their offering. In order to make audiences across India resonate with the same, the brand created moving videos showcasing leaders from different walks of life, who have triumphed against every obstacle thrown their way. The campaign has previously featured individuals whose spirit and determination make them beautiful inside out. Some names include Anny Divya, the world’s youngest woman commander to fly Boeing 777; Ashweeta Shetty, TEDx speaker who was once a beedi roller; Afshan Ashiq, the Captain of J&K women’s football team; Mira Erda, the youngest formula 4 girl driver in India and more. Through their campaign Safi has showed their appreciation for beauty without set stereotypes in place.
Greater brand recall through inspirational influencer marketing - Hamdard Safi wanted to call out societal stereotypes associated with beauty, driving greater brand awareness and consideration through India’s lock screens.
The concept of beauty is often defined by unrealistic standards. To encourage a more inclusive approach, Safi wanted to highlight unique stories of individuality. The campaign, #SacchaiAndarAchhaiBahar, showcased personalities from different walks of life and the struggles they have faced to reach their goals. Whatever the obstacle, from judgment to discrimination and ridicule, they’ve achieved success. The idea was simple – embrace the inner "you" and reject the stereotypes bestowed by society. Through short videos on Roposo, the smart lock screen came alive with the stories of Saweety Boora (Silver Medalist 2014 AIBA Women's World Boxing Championships), Gauri More (Beauty creator), and Kiran Kore (a male Lavni dancer). On Glance, striking visuals encapsulated their stories of perseverance and sheer determination. Millions of Indians learned about the struggles that Saweety has overcome to shine on the global stage or the grace with which Kiran performs Lavni, an inherently female dance form. Mobile’s front page hosted these motivational narratives, firmly positioning Safi as a champion of diversity.
Bringing unique stories of inspiration to 18+ men and women pan India, at their first point of interaction with mobile, yielded great results. The three videos garnered combined views of 34.8 million reaching 16.7 million smart lock screens. Not just that, users spent 24-27 secs on Glance itself, showing massive engagement throughout the activity. Every individual faces discrimination at some point in life, in some form. No wonder the stories of Saweety, Kiran, and Gauri resonated deeply with the audience. The likes and shares poured in, with the former recorded at 915,000 and the latter at 253,000.
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