India – Boro Plus, the antiseptic cream brand under India’s skincare company Emami, has launched a new social initiative aimed at promoting self-love through the use of the newly-rolled out feature on Instagram – Instagram Reels.

The campaign, which was developed in collaboration with media agency Mad Influence, targets to promote the importance of appreciating the numerous small moments in people’s everyday lives, drawing attention to a very relevant problem faced by today’s generation – ‘self-appreciation’.

Titled ‘#EkJhappiForMe’, the campaign was kickstarted by well-known dancer and choreographer Shakti Mohan on Instagram Reels. Mohan has shared a short video about the importance of ‘self-care’ and ‘self-love’, encouraging her fans to participate in this social initiative by sharing their self-love moments on the app with the hashtag ‘#EkJhappiforme’ and the Boro Plus Social Initiative audio.

Moreover, several well-known content creators, including Roshni Walia, Vaishnavi Rao, Ishpreet Dang, and Kanika Mann, have taken part in the socially beneficial initiative.

MARKETECH APAC has reached out to Emami for a comment.