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<ul><li>The campaign ‘Sachai Andar. Achaia Bahar’ celebrates inner beauty. </li><li>It features personalities like <keyword id="4744383" type="PERSON" weightage="20" keywordseo="Anny-Divya">Anny Divya</keyword>, <keyword id="9902232" type="UNKNOWN" weightage="20" keywordseo="ashweeta-shetty">Ashweeta Shetty</keyword>, Mira Erda, Gladstone Peter, Chandeep Singh and Angad Dariyani.</li></ul>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&amp;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. <div type="Youtube" id="5brWQ0GaMXo" title="Hamdard Safi | Sachhai Andar Achhai Bahar" thumbUrl="https://i.ytimg.com/vi/5brWQ0GaMXo/mqdefault.jpg"></div> 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 <keyword id="159634" type="PERSON" weightage="20" keywordseo="Abdul-Majeed">Abdul Majeed</keyword>, 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.”

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

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>Mansoor Ali, Chief Sales and Marketing Officer, <keyword id="5870384" type="COMPANY" weightage="20" keywordseo="Hamdard-India">Hamdard India</keyword> tells us which sub-brands are delivering right now, its increasing focus on e-commerce </li></ul>Hamdard India, that is home to 500 employees and home-grown products like <keyword id="1705724" type="PERSON" weightage="20" keywordseo="Roohafza">RoohAfza</keyword>, Safi, <keyword id="539809" type="PERSON" weightage="20" keywordseo="chyawanprash">Chyawanprash</keyword>, Sualin, to name a few, has been around for 113 years. It is using its old mantras and new-age marketing to sustain in today’s unusual environment. It is also one of the few companies that hasn’t resorted to salary cuts or lay offs yet. In fact, for Hamdard India, Ramzan is a peak period for its RoohAfza. Due to increasing focus on health, the immunity booster Chyawanprash has also seen an increase in demand. We caught up with Mansoor Ali, Chief Sales and Marketing Officer, Hamdard India to find out the brand’s marketing strategy and how it is distributing its products amid a nationwide lockdown. Excerpts: Q. Can you give us a perspective on how Hamdard is operating right now? Which sub-brands are you delivering and how? We have been able to get our manufacturing and supply chain aligned to the market demand. Since it is the beverage season, we are producing and supplying RoohAfza and other essential items to the market with considerable efficiency. Q. How many employees work with Hamdard India? What kind of measures have you taken to keep them safe? We have over 500 employees working at Hamdard Laboratories India. All the employees, including sales teams have been on WFH mode from the time the lockdown was announced. Advisories on safety for employees and their families have been sent out constantly. A COVID insurance policy has also been taken to support employees in the event that anything unfortunate happens. Q. How are you dealing with the economic slowdown, what does this quarter for you look like? Hamdard flourished even after demonetization and GST. However, when so many companies have resorted to laying off employees or salary right now, how do you see your brand taking the brunt? This quarter started off slow due to the impact of the COVID-19 lockdown. But slowly we have managed to assimilate resources and establish our product value chain from manufacturing to supply. Although it is not up-to expectations as per our quarter objectives, we have been able to sustain a sizable part of it. Hamdard, as the name suggests symbolises compassion for everyone. We have not resorted to any layoffs or salary cuts as of now. Q. Considering how people are becoming more health-conscious, have you seen an increase in demand for Chyawanprash? Yes, Chyawanprash as a category has grown across brands and markets. Q. What does your larger marketing strategy look like right now? Our marketing strategy, for the short term is in adaptive mode, wherein consumer behaviour during lockdown, and changed media consumption habits are important drivers in deciding campaigns and inputs to market. Media mixes have been tweaked, and digital/ social media marketing has taken a much larger chunk of our marketing spends. Influencer marketing and user generated content is driving engagement and brand salience in consumers. Q. TV viewership and digital engagement continue to increase, where are you betting your money? As explained in the previous question on our marketing strategies that is where we are spending. In addition to on TV campaigns, we have aligned our media mix to focus more on genres like news, movies etc which have taken the centre stage amidst this lockdown. Q. How have you seen consumer behavior change in the past month? Consumers have been induced into a new normal. The initial focus was on filling up on essentials, driven by the panic of not having enough at home. Once that was achieved, consumer emotion has shifted from structured, everyday routine to indulging in family oriented themes, back to natural concepts, and a unique sense of self awareness in terms of health and mental well-being. Consumers have focussed their energies on enhanced interactions on the digital space, with OTT platforms and online media taking prime share. Work as a concept has taken on new meaning, with WFH being as effective (if not more) in many sectors. This will have an overarching impact on people’s priorities in making choices on lifestyle and consumption. Q. How do you think retail will function once we resume normalcy? Will you continue betting more money on e-comm even then? Structured retail (modern trade) will take a hit for some more time. A lot of first time users have interacted with, and seen the benefits of e-commerce, and that will continue to grow. Covid-19 has in many terms been an inflection point for Indian consumers to adopt digital media, e-com and cashless transactions. Our focus on e-com will continue to grow. Q. As a brand who is a 'companion in pain' and specializes in health and wellness, do you plan on launching new health care products such as sanitizers, fruit wash or hand wash with a 'Hamdard' touch? We will continue to invest in categories that are close to our core.

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

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Marketing in the times of COVID-19: Hamdard India

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