Hamdard Safi's latest campaign celebrate people from different walks of life who've made a mark despite all odds

• The campaign ‘Sachai Andar. Achaia Bahar’ celebrates inner beauty.
• It features personalities like Anny Divya, Ashweeta Shetty, Mira Erda, Gladstone Peter, Chandeep Singh and Angad Dariyani.

Embodying the spirit of ‘Beauty lies in the eye of beholder’ Hamdard Laboratories has launched its new campaign ‘Sachai Andar. Achchai Bahar’ for their brand, SAFI. Celebrating people inside out, the campaign features men and women from different walks of life who have made a mark despite all odds but emerged victorious.

The campaign ‘Sachai Andar. Achaia Bahar’ attempts to redefine true beauty and adds new parameters against the set stereotypes by society. Personalities like Anny Divya , world’s youngest woman commander to fly Boeing 777; Ashweeta Shetty - Tedx speaker from being a beedi roller; Afshan Ashiq - Captain of J&K women’s football team; Mira Erda - youngest formula 4 girl driver in India; Gladstone Peter, a one man band; Angad Dariyani- maker of India’s first 3D printer; Chandeep Singh - world record holder for fastest 100 mtrs para skating and Sanober Pardiwala - India’s first stunt woman, are featured in the campaign.


It will be an integrated marketing campaign and the company will leverage PSOM radio, and digital mediums to maximize reach and spread the message of appreciating beauty without any categorization or set standards. Hamdard Laboratories partners with Radio Mirchi to bring unique stories of men and women who are breaking stereotypes to make a mark for themselves. It is an engaging narrative that aims to convey that people are beautiful inside out.

“Health and wellness deserves the highest priority today. The pandemic has made people conscious of their health and hygiene. It is my belief, that when people eat well, sleep well and keep their bodies cleansed of impurities the result is not just great. It is miraculous. A healthy body and mind comes with a perk of glowing skin. I bet on SAFI to give such results. Natural herbal remedies are always beneficial. Try for yourself .Stay healthy. Stay safe,” said Abdul Majeed, Chairman, and Managing Trustee, Hamdard Laboratories (Medicine Division).

On the launch of its latest product campaign, Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) said, “Our new campaign celebrates the true spirit of people who are beautiful inside out. It’s about the power of self-belief, determination that adds another dimension of glow. Positioned as Sachchai Andar. Achchai Bahar, it reflects the product truth. Safi purifies the blood from inside to give us glowing skin outside.”

According to Pranav Harihar Sharma, Creative Director, “Every genius seems crazy at first. But what they seem, they never are. This is the core thought of Safi campaign, connecting the product with the philosophy of Sachai Andar. Achai Bahar. The campaign showcases eight talented people of India who have broken stereotypes to reflect their self- belief and their act is what makes them beautiful and celebrated. The idea makes a point that you are not what you look. The glow on the face is the glow that comes from within.”