D2C menswear brand Damensch has launched a campaign titled #SoSoft, throwing light on the emotional and vulnerable side of men. The campaign encourages men to own their ‘soft’ side, capturing it in a series of films, driving home the softness of its products.
“Instead of being preachy about the issue, the campaign appears funny and humorous, even as it asserts that it’s perfectly alright to not hold up for once. In the campaign videos, men can be seen getting emotional, even crying, on instances like Team India winning a cricket match, thereby donning their vulnerable self without any inhibition,” said Damensch co-founder Anurag Saboo.
He added that #SoSoft #MustBeDamensch takes a cue from its ethos of offering menswear that is super soft and comfortable.
Damensch launched the campaign on September 1 and will run it for a month. It will be amplified on different platforms including YouTube, Facebook and Instagram.
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