Mumbai: Beardo, a beard and hair brand under Marico, has launched its latest campaign NSFW, conceptualised and developed by Dot Media under the leadership of Danny Advani. The campaign reflects the shift in today’s market, where grooming is no longer seen as an occasional practice but an essential part of a man’s everyday life. With its premium range, Beardo redefines grooming as effortless, safe, and aspirational, positioning itself as the go-to brand for modern men who want to look and feel their best every day.
Built around the idea of Main Character Energy, NSFW is about presence, desirability, and confidence. Instead of explaining grooming, the campaign creates moments that stay with audiences — celebrating the effortless charm of men who don’t try too hard yet command attention.
The campaign features Dot Media’s talents, including Jason Shah, Rishabh Sawhney, and Harshit Arora, each embodying Main Character Energy with their presence, style, and confidence. They represent exactly the audience Beardo speaks to: modern men who see grooming as effortless, aspirational, and central to their everyday identity.
Backed by data, these talents were handpicked to reach the right target market. With strong recall value across digital platforms, their confident portrayal makes the campaign aspirational while staying grounded in the realities of modern grooming.
“Dot Media has always aimed to create campaigns that are rooted in pop culture and spark conversations. With NSFW, the idea was to capture the new reality of men who don’t just groom for occasions but for daily presence. The campaign is confident, bold and not for the faint hearted, premium, with what the internet calls ‘Main Character Energy,’ or as we can call it ‘Whoremonial’. Just like Beardo, it carries the attitude of men who own their presence, and we are proud to bring this vision to life together,” said Danny Advani, Head of Business Strategy and Planning, Dot Media.
Siddharth Vaya, Chief Business Officer, Beardo, commented, “Grooming isn’t just about looking styled at Beardo, we’ve always believed it’s about weaponising presence. And that’s exactly what NSFW does. Men don’t just admire men who look great, they want to be them. That’s Main Character Energy. That’s the aura today’s man aspires to. We created this series as the ultimate scroll-stopper… where hair isn’t background, it’s the hook. The ignition of confidence, desirability, dominance. Beardo makes grooming unapologetically sexy again. And trust me this is just the beginning.”
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Credits:
Prashant Nair- Sr Business Manager
Om Singh- Co-founder of Dot Media and Production Head
Shruti Modi and Shagufta Nensey- Talent Team
Nikhil – Director
Danny Advani & Viren Arya – Producers
Brand Team- Priyesh Balakrishnan & Preetham Srinivas
