HE Deodorant, Emami Ltd.’s flagship deodorant brand, has rolled out a new campaign to celebrate International Men’s Day. HE has been celebrating Men’s Day for three years now, but this year, the ‘festivities’ come with a twist. For the past two years, the brand spoke about the inherent need to celebrate men on their special day (either from men or women’s perspectives), but this year, the digital campaign highlights the strong, unique bond men share with their male friends: the Bro Code.
Orchard Advertising, a part of the Leo Burnett Group, has created the newest digital campaign. Elaborating more on HE Deodorant’s association with International Men’s Day, Harsha V Agarwal, director, Emami Limited said, “It was HE, the men’s grooming brand, which popularized the very idea of celebrating International Men’s Day. It is really encouraging to note that what started as a thought three years ago, has become a popular annual activity by HE, generating a heartening response from the brand’s TG. While the campaign, in the first year, voiced men’s plight about the need for the celebration of the Men’s Day, it showed women championing the role of men in their life and advocating the celebration of the day, in the next.”
About the ‘Bro Code’ campaign, he said, “As a part of our next progression, on this third year, our concept has taken a step further where HE urges men to celebrate their Bro Code in observance of this special day. Our idea was to initiate a conversation amongst men, recreate their brotherhood nostalgia and urge them to make this Bro Code a part of their everyday life. A digital campaign to this effect has been rolled out by the brand and we have already received quite a handsome response to this initiative."
Orchard Advertising has conceptualised and created a microsite for the campaign, www.hebrocode.com, where users can watch the latest digital film ‘This is the Bro Code’. Next, users are encouraged to create and upload their own videos, and nominate their ‘bros’ by ‘fist bumping’ the camera. They can even record their own message. The site will stitch the videos together for any number of friends that want to get together and create a ‘Bro Code’ video to celebrate their friend circle.
Popular youth icons like Rannvijay, Varun Sood, Kanan Kundra and Prince Narula have come forward to join the cause; they have uploaded their own videos as well on the website, encouraging all men to come forward and wear their ‘Bro Code’ on their sleeves!
Speaking about the initiative, RajDeepak Das, Chief Creative Officer, Leo Burnett India said, “International Men’s Day has now become synonymous with HE Deodorant. This year, we wanted to make the whole association bigger than just creating a digital film. The ‘Bro Code’ is the unspoken trust factor between two male friends; nothing and no one can get in its way. We saw the perfect association between the Bro Code and celebrating undying friendship between two men, and I’m pleased that the work reflects this perfectly.”
CEO, South Asia: Saurabh Varma
Chief creative officer, South Asia: RajDeepak Das
Chief strategy officer, South Asia: Dheeraj Sinha
Head of planning: Ajeeta Bharadwaj
Planning: Niharika Talwar
Business heads: Kaizad Pardiwalla, Sharmine Panthaky
Executive creative directors: Vikram Pandey (Spikey)
Creative team: Geo Joseph, Anugrah Gopinath, Bhuvan Bali, Amol Mestry, Swapnil Patil
Account management: Ravi Adhikari, Kevin D’Silva, Aadil Malkani
Production head: Vandana Watsa
Producer (Leo Burnett): Akshay Multani
Line producer: Manmeet Sandhu
Production house: Green House
Film director: Ashwat Ram