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HE Deodorants new campaign featuring Vir Das takes a dig at sexist ads

HE Deodorants new campaign featuring Vir Das takes a dig at sexist ads

Author | Sarmistha Neogy | Monday, May 16,2016 8:01 AM

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HE Deodorants new campaign featuring Vir Das takes a dig at sexist ads

‘HE Deodorants’ is known to come up with ad campaigns that are way ahead of its competition and often bordering on the quirky.

This time as well, the brand has launched its new campaign conceptualised by Orchard Advertising which uses satire to take a dig at advertisements which objectify women. Comedian Vir Das features in the video and is seen imitating popular ad sequences in a hilarious manner to highlight the point that brands don’t need sexist commercials to sell their products.

The brand has recently added a new variant- ‘HE Respect’ to its aerosol (gas) repertoire. In order to promote this new product, the brand has adopted a new communication strategy. It breaks away from the clichéd brand positioning in this category-- women swooning over men applying deodorants. The new ‘HE Respect’ campaign showcases the real ‘HE’, who not only dares to be interesting but also holds women in high esteem.

Click here to view the ad:

Using the hashtag #HERespect, the brand invited tweeps to click a selfie sporting HE Deodorants T shirt with the message- ‘Asli Men Respect Women’. The hashtag was trending on social media with Twitterati appreciating the brands’ unique communication.

Here is what the tweeps said:

Other campaigns

In the last two years, HE Deodorants started celebrating Men’s Day, a unique initiative on its part. Through quirky and fun videos, the brand has managed to carve a space for itself in the middle of other big brands in this category.

Last year, HE Deodorants released a video which showcased women in a fun way appreciating men’s role in their lives and giving them ‘chutti’ (leave) on this special day for all the sweat they put in to please the women in their lives.

Click here to view the ad: https://youtu.be/wWb19sYHxYQ

In 2014, the brand kick-started its campaign ‘ShowMenSomeLove’, which in a tongue-in-cheek manner spoke about how little things done by men are often ignored. It highlighted the plight of men and how they have to live up to very high standards of personal, professional and societal expectations, and yet there is no mark of appreciation for their round-the-clock duties. It also urged men and women to wear blue on ‘Men’s Day’ to make it special for all the men.

Click here to view the ad:

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