Campaign targets Gen Z and millennials through contemporary formats, creator partnerships, healthcare experts and brand collaborations
New Delhi, 25th August 2026: Hamdard Laboratories is taking its iconic Safi brand to a younger audience with a new integrated marketing initiative that combines digital, outdoor and creator-led engagement. The move comes as Gen Z and millennials increasingly discover skincare and wellness products through social platforms, creators and online communities, prompting legacy brands to rethink how they build relevance among these audiences.
Built around the idea of wellness from within, the initiative seeks to place Safi within contemporary conversations around skincare, self-care and skin confidence. At the heart of the initiative is Safi Syrup, with its established proposition being brought to younger consumers through contemporary storytelling and engagement formats. The brand is using a mix of high-impact digital content, outdoor advertising, creator partnerships and new formats to connect its established identity with the everyday routines and discovery habits of younger consumers.
Extending the conversation into entertainment, Safi has also partnered with Amazon MX Player’s We Got You Girls as the show’s Natural Glow Partner. Premiering on 18 August, the 15-episode show will feature contextual Safi integrations across select episodes, built around the thought of “women being beautiful inside out.” Branded moments will be integrated around instances celebrating confidence, authenticity, courage and emotional strength, allowing Safi’s larger message around inner wellness and confidence to become part of the show’s narrative.
As part of this renewed focus, Hamdard is launching Safi Tablets in the South Indian General Trade market across Tamil Nadu, Kerala, Karnataka, Andhra Pradesh and Telangana, extending their availability beyond online marketplaces. The tablet format offers a convenient, easy-to-use and portable way to incorporate Safi into everyday routines, particularly for younger, on-the-go consumers. The launch will be supported by dedicated digital and creator-led engagement targeting consumers aged 18–30, including college students, young professionals, working women and wellness-conscious consumers.
Creators from the skincare, beauty, health and wellness categories, alongside healthcare professionals, form another key part of the initiative. While creators will explore Safi as part of their personal wellness and skincare routines, healthcare voices will provide an informed perspective on the brand and its traditional Unani positioning. The combination is intended to balance relatability with credibility as Safi engages a generation that actively seeks information before making wellness and beauty choices.
Abdul Majeed, Chairman and Managing Trustee, Hamdard Laboratories, said, “Safi has been a familiar name across generations, but the way consumers discover and engage with wellness has changed significantly. Our focus is to bring Safi into contemporary conversations around skincare and self-care while retaining the trust and heritage associated with Hamdard. By introducing formats suited to evolving lifestyles and combining digital platforms, outdoor visibility, creators, expert voices and relevant partnerships, we want to make the brand more relevant and accessible to today’s consumers.”
The initiative reflects Hamdard’s broader effort to evolve the way its heritage brands engage with contemporary audiences, while continuing to build on its longstanding presence in Unani healthcare.