Safi works from within, unlike skincare that only treats the surface. So the hoarding is dressed as the back of a billboard — bare boards and a steel frame, the wrong side — with one line: "Your skincare might be working on the wrong side." The Safi pack and bottle break out of the frame. It went up in Delhi, Mumbai, Lucknow and Kolkata, and afaqs! covered it.
PROJECT INFO
Team Candy Shop Communications · Timeline 2026 · My part Concept, with the team
The brief
Hamdard wanted to communicate Safi's acne-control and skincare benefits. Unlike most skincare, which goes on the skin, Safi works internally, purifying the system from within. Flawless skin is easy to show; the inner workings of the body are not.
What we found
Most skincare works on the surface, from the outside. Safi's difference is that it works from within: on the side nobody sees.
The idea
Flip the conversation from outside to inside. Put the ad on the wrong side of the billboard: the bare boards and steel that nobody is meant to look at. The placement is the message: other skincare may be working on the wrong side of the problem.
How it came together
The wrong side. The hoarding is dressed as the back of a billboard: bare wooden boards held in a steel frame.
The line. "Skin problems? Your skincare might be working on the wrong side." Signed off with "Cleanse from within."
The pack. The Safi box and bottle are cut out and break past the frame, so the product stands in front of the wrong side.
The cities. Delhi, Mumbai, Lucknow and Kolkata.
What shipped
Hoardings dressed as the back of a billboard, in Delhi, Mumbai, Lucknow and Kolkata, live by early September 2026.
Outcome
Covered by afaqs! on 3 September 2026, in a story on brands advertising on the back of billboards.
Credits
Concept Shaurya Singh, with the Candy Shop team
Agency Candy Shop Communications
Client Hamdard Laboratories