Hamdard has teamed up with WPP Media on a new campaign for Safi, taking the brand’s core proposition of “true skin health starts from within” to Gen Z through a mix of OOH, influencer and digital activity.
The campaign is built around the thought, “Skin problems? Your skincare might be working on the wrong side,” and spans roughly 30 outdoor sites across Delhi, Mumbai, Kolkata and Lucknow, concentrated in high-footfall areas.
The initiative brings in Mega, Macro and Micro creators from categories like automobiles, sports, travel and lifestyle, alongside dermatologists, with content exploring how pollution, stress and diet shape skin health. Meme pages have also been roped in to translate the campaign thought into humour-led content, while the conversation extends to LinkedIn as well. Safi’s digital platform, “Safi, Har Ghar Ka Specialist,” is aimed at college students and young professionals engaged with wellness and personal care.
Candy Shop Communications conceptualised the creative, while WPP Media managed OOH planning, influencer and meme marketing, and digital amplification.
Abdul Majeed, Chairman and Managing Trustee, Hamdard Laboratories, said younger consumers’ relationship with skincare has shifted towards wellness and prevention, and this campaign brings Safi’s proposition into a more current conversation while preserving the brand’s trust and authenticity.
Navin Khemka, President, Client Solutions, WPP Media, South Asia, said staying relevant for a heritage brand goes beyond messaging – it’s about meeting audiences where they naturally engage. By blending disruptive thinking with cross-category creator voices, the campaign builds a wider cultural conversation around skin health while keeping Safi central to it.
