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Special Project

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From the 9th Annual Shorty Awards

Muskaan by Himalaya

Entered in Social Good Campaign

About this entry

Himalaya Lip Care in partnership with Smile Train India initiated Muskaan – an initiative to support corrective cleft lip surgery. The objective was to create a 360-degree marketing communication plan to generate awareness on cleft deformity in India.

Why does this entry deserve to win?

The campaign was an overall integration of Social channels, PR features, TV spots, Newsletters, Radio Ads and In-store magazine features, which spread awareness about Cleft Lip & Palate & made it the talk of the town!

A 360-degree content marketing integrated campaign was initiated using the social-first approach. Cleft deformity & the corrective surgery were highlighted on social, followed by the offline-online launch of video documentary of Jyothi including Radio spots and Twitter, leading to a national trend at no.1 position. Innovations like M-Canvas & Adspurse were executed while Digital PR plugged-in with E-publishers such as India Times, logical Indian and many others.


The Campaign reached out to more than 9,00,000 people across all channels! With 45,000+ Likes on Facebook, 6,500+ Mentions on Twitter and a Viral coefficient of 0.6, #MuskaanByHimalaya trended at the No. 1 position in India. Thus, Himalaya changed lives by putting a smile on children's faces.


Video for Muskaan by Himalaya

Entrant Company / Organization Name

WATConsult, Himalaya Drug Company


Entry Credits