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MindShift Interactive launches instagram campaign for Lancôme India
MUMBAI: With brands taking the digital way to reach out to its audience, digital marketing agencies are helping them achieve it with ease.
MindShift Interactive anchored a campaign for Lancôme India to launch ‘Dreamtone’- a new-generation customised skin tone correcting serum.
Lancôme solely used the digital interface for the launch of a product and the digital agency strategically crafted a campaign, with insights on how women love selfies and how women have increasingly been displaying their love for instagram versus other social networks.
Titled #GoNoFilter was the largest instagram campaign. The campaign helped it reach 1,500 targeted followers within three months.
As a part of the challenge, instagrammers were asked to post beautiful pictures of things that inspired them without using any filters. Keeping in line with the aesthetics of instagram, the best entries were shortlisted and winners were gratified. The challenge engaged about 200 plus participants with over 1,500 images being posted using the #GoNoFilter. As a result, the followers of Lancôme India doubled growing from 600 to 1200 plus in the span of 7 days and leading to conversations across facebook, twitter and lifestyle blogs.
MindShift Interactive CEO Zafar Rais said, “MindShift has always leveraged Insights as a route of ensuring impact for businesses, and we merged them along with a deep understanding of lifestyle and luxury brands to deliver the #GoNoFilter campaign for Lancôme India. Instagram is a growing platform in India and when used appropriately can deliver volumes for brands looking at tapping the mobile engaged demographic.”
In addition to the campaign, MindShift Interactive has been responsible for creating a sustained and engaging presence for the brand, with the provision of content through visual styling for Lancôme, making it a benchmark amongst international counterparts.
Excited about the response received from consumers on its debut, Lancôme India GM Kiran Singh said, “We partnered with MindShift Interactive for the launch of the latest edition to our star skincare range- DreamTone. What set them aside for us was their keen sense of aesthetics and their strong sensitivity towards luxury brands. The MindShift team was very intuitive to our needs and understood our brand well. We were very pleased with the way instagram was integrated into our digital strategy. #GoNoFilter was a fabulous way to start off our instagram journey, and the response we received from users, in terms of engagement with our content as well as creating their own, was promising!”
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
