Hamdard Laboratories, a brand deeply rooted in heritage and trust, approached us in October 2024 with a clear challenge: stay relevant in a fast-evolving digital world without losing the essence that has defined it for over a century. The task was to bridge generations, making the brand resonate with younger audiences while preserving its credibility among loyal consumers.
We led a strategic transformation across its digital ecosystem, helping the brand stay relevant without losing its roots.
Building on Hamdard’s rich legacy, we designed and executed a content-first approach to amplify awareness around Unani across all digital touchpoints. We introduced a refreshed visual identity that resonated with today’s audience.
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Legacy brands don’t lose relevance because they age; they lose relevance when they stop participating in the present.
For Hamdard, the opportunity lay in repositioning its legacy not as history, but as living heritage, something that continues to care for India, generation after generation.
We conceptualised the umbrella campaign, “India Ka Hamdard” - an idea rooted in empathy and care, to reinforce the brand’s core identity. The extension of this idea were campaigns like “Pehli Hamdard” and “Apni Hamdard”. We also helped conceptualise and launch a month-long UGC campaign “Act of Hamdardi”, which we have further extended as an IP for our digital content. Over the course of the year, we helped conceptualise and execute 8 major campaigns along with 11 tactical campaigns, reaching 74.3 million.
We also coined “Unani Ki Kahaani”, a narrative platform that went on to shape one of Hamdard’s flagship initiatives- a documentary project.
To streamline communication, we restructured the digital presence by creating a dedicated product-focused page covering Hamdard’s major OTC products like Safi, Sualin, Joshina, Raughan-e-Badam Shireen and others, while the corporate page continued to embody the brand’s philosophy and legacy.
