Brands featured are The Man Company, DaMENSCH, Upsilon, Mirchi Telugu, Impresario Global, Bombay Shaving Company and NumroVani.
Brands commemorated International Men’s Day with inspiring campaigns breaking stereotypes and encouraging men to share their problems freely.
The Man Company
‘The Man Company’, leading men’s grooming brand has a powerful message in its latest video: it takes time to become a gentleman. It also takes effort and helpful nudges from gentlemanly family members and friends, shows the video featuring leading YouTube star, comedian and actor Bhuvan Bam.
The 2 minute video is at the centre of the latest campaign by company titled ‘Gentleman Banne Me Waqt Lagta hai’. Timed to coincide with the International Men’s Day 2022, the video premiered on company’s YouTube channel and on other leading digital platforms.
DaMENSCH
DaMENSCH, the premium menswear brand – has launched its new campaign for International Men’s Day, to own the idea of #TheMostComfotableMan. With this campaign, it aims to showcase the “unfiltered comfortable self” of a man, “a strong yet comfortably vulnerable man”, “a man that doesn’t let uncomfortable circumstances deter him from achieving his goals”. This campaign is an ode to every COMFORTABLE MAN.
Upsilon
Commemorating the International Men’s Day and in a bid to inspire and spread awareness on positive thinking and mental wellbeing among all men, Upsilon, a leading homegrown luxury perfume brand, featured men excelling in their life to showcase nuggets from their story. Recognizing their grit in overcoming an array of challenges, Upsilon encourages all the men out there to #OwnYourStory.
Through the campaign, Upsilon intends to appreciate men who are shifting the paradigm in their respective industries and are constantly inspiring many out there. Highlighting their motivation and inspiration to encourage many more to feel confident in being who they are, Upsilon unearths how they followed their heart and eventually owned their own, unique story.
View the campaigns here.
Mirchi Telugu
Mirchi, India’s no.1 city-centric Music and Entertainment Company, launched Men-O-Pause, an initiative to celebrate International Men’s Day 2022. Through this campaign, Mirchi Telugu shattered the deep-rooted conventional notions about men within society. Through radio and on-ground communication, the campaign engaged with the people of Hyderabad to support the atrocities that men endure in society.
Leveraging the stronghold of radio among the listeners in the 2 Telugu speaking states, Mirchi kickstarted the campaign with a special on-air segment called, ‘Mirchi Jathi-Ratnam’ being executed by their jocks across Andhra Pradesh and Telangana, simultaneously. In this segment, the RJs encouraged listeners to call in and express their perspectives on certain biases and notions that men face in society. Extending its on-air theme to its digital platforms, Mirchi curated a host of reels and videos featuring some of its most popular RJs.
Impresario Global
Impresario Global (I.M), a Social Impact MarTech startup has launched a digital campaign. The #NotJustAnotherGender campaign aims to generate conversations around social, emotional, and financial justice in the lives of men. There are so many aspects in a man’s life that find little to no mention in society. From google searches on young parenthood, addressed solely to mothers to the popular belief that ‘boys don’t cry’, the male gender is denied its basic humanity. Through this in-house conceptualized campaign, the company is seeking the real definition of the term ‘masculine’.
Bombay Shaving Company
Bombay Shaving Company, the homegrown, premium men’s hair removal and grooming brand has come out with a unique take on International men’s day.
While other brands pounce on the ‘occasion’ to attract men and business through heavy discounts and offers, BSC has gone the other way and called off all their International Men’s Day Offers and Performance Marketing, for the first time in their 7 year existence.
On social media and their website, the brand has put out messages that clearly suggest they want men to relax, be themselves and feel absolutely NO PRESSURE DUDE. No pressure to be anything but their authentic selves. No pressure to spend money. No pressure to buy anything. This letter to all men captures the essence of the intent.
NumroVani
NumroVani launched a social media campaign called #ExpressUnapologetically to break stereotypes and encourage men to share their problems freely. In observance of International Men’s Day, the campaign aspires to bring a change by making society aware of treating men with kindness, empathy, and compassion.
Based on a retrospective data analysis at NumroVani, 86pc of male participants suffered from mental health symptoms such as stress, anxiety, or depression at least once in their life. Out of which, 75pc never spoke about it or shared to anyone. The campaign used digital platforms like Instagram, Facebook, LinkedIn, and WhatsApp to raise awareness around the importance of vulnerability and how it’s a symbol of strength and mental fortitude and not a weakness.
