Kolkata, February 10, 2026: This Valentine’s season, Dabur Gulabari turned Rose Day into a nationwide celebration of heartfelt expression through its integrated #SayItWithARose campaign — a culture-led marketing initiative that seamlessly blended emotion, creators, and commerce at scale.
Rooted in the timeless symbolism of roses, the campaign encouraged consumers to express their feelings through meaningful gestures while preserving those moments via a specially designed scented memory card, available exclusively through quick commerce platform Blinkit.
Roses Turned into Keepsakes
On Rose Day, customers ordering roses on Blinkit received a Gulabari-inspired scented memory card crafted to capture life’s special milestones — from first photographs and dates to proposals and lifelong memories. The card allowed users to attach personal photos, write notes, and digitise memories through QR integration, merging nostalgia with modern sharing culture.
The initiative witnessed robust nationwide participation, with over 2.5 lakh scented cards distributed on Rose Day alone, reinforcing Gulabari’s enduring association with roses and emotional expression.
Influencer-Led Cultural Amplification
To scale the narrative, Dabur Gulabari collaborated with 100+ influencers across lifestyle, couples, youth, and comedy genres. Creators shared authentic, relatable content built around the scented card experience, celebrating modern love and thoughtful gestures.
Campaign Impact Metrics:
- 100+ million views across social platforms
- Engagement rates exceeding 4% on influencer content
- Thousands of Instagram Stories within 24 hours of launch
Adding a progressive cultural twist, leading creators flipped the traditional Valentine’s narrative by portraying women giving “princess treatment” to men — reflecting evolving relationship dynamics and resonating strongly with Gen-Z audiences that value mutual effort and equality.
Brand & Partner Speak
Commenting on the initiative, 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.”
Highlighting the digital storytelling approach, 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, we made Rose Day feel personal, shareable and emotionally resonant.”
The campaign was conceptualised and executed in partnership with Cloutflow. Vanshika Batra, Co-Founder, Cloutflow Influencer Marketing Platform, noted that the objective was to drive authenticity at scale, enabling creators to interpret the campaign in culturally relevant ways native to their audiences.
Bridging Heritage with Modern Love
By combining the emotional equity of roses with the immediacy of creator ecosystems and social storytelling, Dabur Gulabari delivered a full-funnel Valentine’s moment — transforming a simple purchase into memory-making.
With 100M+ views, strong engagement, and large-scale physical distribution, #SayItWithARose stands as a compelling example of how a legacy beauty brand can translate its core values of purity and gentle care into measurable cultural impact in the digital age.
