Kolkata, 10 February 2026 – This Valentine’s season, Dabur Gulabari has once again proven its prowess in emotional branding with the launch of its integrated #SayItWithARose campaign. By transforming Rose Day into a vibrant celebration of expression, the campaign achieved a staggering 100+ million views and distributed 2.5 lakh scented memory cards, each designed to help consumers capture their most cherished memories.
Rooted in the timeless symbolism of roses, the campaign encouraged heartfelt expressions through a simple yet meaningful gesture. Consumers purchasing roses via the quick commerce platform Blinkit received a specially designed scented memory card that not only represents milestones—like first photos, proposals, and unforgettable memories—but also integrates modern technology through QR codes, allowing users to digitize these moments.
The initiative garnered impressive engagement nationwide, with influencers from various niches—lifestyle, comedy, and youth—participating in the campaign. Over 100 creators shared authentic and relatable stories surrounding the scented memory card experience, leading to engagement rates exceeding 4% on influencer content. Thousands of Instagram stories were posted within the first 24 hours, amplifying the campaign’s reach and fostering community connection.
In a refreshing twist, many leading influencers showcased women treating men to the “princess treatment,” challenging traditional gender roles in romantic relationships. This representation resonated particularly well with Gen-Z audiences, who value equality and mutual effort in partnerships.
Virat Khanna, Head of Marketing – Skin Care, Dabur India Limited, stated, “Gulabari has always been rooted in the purity, gentle care, and emotion of roses. With #SayItWithARose, we aimed to celebrate that beautiful sentiment—an effortless expression of care. This campaign allowed us to reintroduce the timeless charm of roses through contemporary storytelling.”
Digital Lead Jasleen Kohli emphasized the importance of creating a warm online connection. “At its core, this campaign was about warmth and connection,” she noted. “By collaborating with creators and encouraging authentic storytelling, Rose Day became a personal and shareable experience across social platforms.”
Vanshika Batra, Co-Founder of Cloutflow Influencer Marketing Platform, added, “Our objective was to drive authenticity at scale. With over 100 creators interpreting #SayItWithARose in their own voices, the campaign felt organically native to social feeds while remaining culturally relevant.”
By bridging heritage with modern expression, Dabur Gulabari has successfully crafted a full-funnel Valentine’s moment—from transactions to meaningful memory-making. The campaign’s impressive reach and strong engagement metrics illustrate the potential for legacy brands to not only maintain their core values but also create significant cultural impact in the digital age.
