Hamdard Laboratories has rolled out a campaign for its blood purifier brand Safi.
Conceptualised by Mortals on Mission, the film celebrates people from different walks of life who have made a mark despite all odds against them. It features Anny Divya, the world’s youngest woman commander to fly a Boeing 777; Ashweeta Shetty, a Tedx speaker from being a beedi roller; Afshan Ashiq, captain of J&K women’s football team; Mira Erda, the youngest formula 4 girl driver in India; Gladstone Peter, a one man band; Angad Dariyani, maker of India’s first 3D printer; Chandeep Singh, the world record holder for fastest 100 metres para skating and Sanober Pardiwala, India’s first stunt woman.
Abdul Majeed, chairman and managing trustee, Hamdard Laboratories (medicine division), said, “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."
Suman Varma, chief marketing officer, Hamdard Laboratories (medicine division), added, “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.”
Pranav Harihar Sharma, creative director, MOM, said, “Every genius seems crazy at first. But what they seem, they never are. This is the core thought of the 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.”
Brand: Hamdard Safi
Team Hamdard: Uzma Majeed, Abhishek Kumar, Shariq Afaq, Suman Varma
Agency and production company: M.O.M. (Mortals On Mission), Mumbai
Idea, script, screenplay, dialogue, Direction: Pranav Harihar Sharma
Director of photography: Uday Singh
Producer: Darpan Trisal
Director - operations and creative producer: Reena Oberoi
Executive producer: Vikash Arya
Music director: Hanif Shaikh
Sound design: Shubhankar
Sound studio: Tribute
Editor (Offline/Online/Grade/VFX): Protim Khound
AD: Tripti Mehta
DA: Deeksha Rana