In a bid to promote its new skin care product range DreamTone, famous beauty brand, Lancôme India has debuted on Instagram with an innovative campaign. The campaign has become India’s first successful Instagram campaign, making it reach 1,500 targeted followers in span of three months. The brand partnered with MindShift Interactive to craft a campaign with insights on Women love Selfies and how women have increasingly been displaying their love for Instagram versus other social networks. The influential followers of Instagram in the beauty and lifestyle domain participated in the campaign and also got their followers to indulge in a seven Day Photo Challenge. The challenge engaged about 200 plus participants with over 1,500 images being posted using the #GoNoFilter hashtag. As a result, the followers of Lancôme India doubled growing from 600 to 1200 plus in a span of seven days and leading to conversations across Facebook, Twitter and lifestyle blogs.