This Valentine’s season, Dabur Gulabari transformed Rose Day into a nationwide celebration of expression with its integrated #SayItWithARose campaign, seamlessly blending culture, creators and commerce at scale.
Rooted in the timeless symbolism of roses, the campaign encouraged consumers to express heartfelt emotions through a simple yet powerful gesture — and preserve those moments through a specially designed scented memory card, made available exclusively via quick commerce platform Blinkit.
Turning Roses into Keepsakes – On Rose Day, consumers ordering roses on Blinkit received a Gulabari-inspired scented memory card designed to capture milestones — from first photos and first dates to proposals and forever memories. The card enabled users to attach personal photographs, pen notes, and digitize memories through QR integration, bridging nostalgia with modern sharing culture.
The initiative saw strong nationwide participation, with over 2.5 lakh scented cards distributed on Rose Day alone — reinforcing Gulabari’s enduring association with roses and emotional expression.
To amplify the campaign, Dabur Gulabari activated 100+ influencers across lifestyle, couple, youth and comedy genres, driving authentic storytelling around the scented card experience. Creators ordered the card and shared relatable content celebrating modern love and meaningful gestures.
The campaign delivered:
• 100+ million views across platforms
• Engagement rates exceeding 4% on influencer content
• Thousands of Instagram stories within 24 hours of launch
Adding a cultural twist, leading creators flipped the traditional Valentine’s narrative by showcasing women giving “princess treatment” to men — reflecting evolving relationship dynamics and resonating strongly with Gen-Z audiences who value mutual effort and equality.
Commenting on the campaign, Virat Khanna, Head of Marketing – Skin Care, Dabur India Limited, said: “Gulabari has always been rooted in the purity, gentle care and emotion of roses. With #SayItWithARose, we wanted to celebrate that simply beautiful positioning — where care is soft, heartfelt and effortless. This campaign allowed us to bring the timeless charm of roses into a contemporary expression of love.”
Highlighting the digital narrative, Jasleen Kohli, Digital Lead – HPC, Dabur India Limited, added: “At its core, this campaign was about creating a moment of warmth and connection online. By working closely with creators and encouraging authentic storytelling, we were able to make Rose Day feel personal, shareable and emotionally resonant across social platforms.”
The campaign was conceptualised and executed in partnership with Cloutflow. Vanshika Batra, Co-Founder – Cloutflow Influencer Marketing Platform, said: “Our objective was to drive authenticity at scale. With 100+ creators interpreting #SayItWithARose in their own voice, the campaign felt native to feeds and culturally relevant from day one.”
Bridging Heritage and Modern Expression – By combining the emotional equity of roses with the immediacy of social storytelling and creator ecosystems, Dabur Gulabari successfully created a full-funnel Valentine’s moment — from transaction to memory-making.
With 100 million+ views, strong engagement, and large-scale physical distribution, #SayItWithARose demonstrates how a legacy brand can translate its core values of purity and gentle care into meaningful, measurable cultural impact in the digital age.
