Ayushmann Khurrana and Naezy team up with Axe to launch ‘Ab Teri Baari’
The music video, created in collaboration with Arré and Mindshare, aims to redefine Indian society’s traditional rules of masculinity
Bollywood star Ayushmann Khurrana and hip-hop sensation Naezy have teamed up with Hindustan Unilever’s deodorant brand Axe to bring out a music video ‘Ab Teri Baari.’ The campaign created by Arré and Mindshare, questions male stereotypes and traditional rules of society for men.
Khurrana and Naezy, who are performing together for the first time, sing to the tune of Clinton Cerejo. The video features the stories of Indian football captain Sunil Chhetri, Dance Superstar Dharmesh Yelande, YouTube Sensation ‘BeYouNick’ and the ‘Made in Heaven’ actor Shashank Arora.
The collaboration song is a strong call to action for Indian men to stop worrying about the rules of society and the dreaded ‘Log kya kahenge’ and focus on finding what makes them unique instead.
Chettri exemplifies that ‘It’s Ok for A Guy to Share His Emotions’. We all remember the iconic moment where his heartfelt request to fans to come and support the Indian Football team’s matches lead to an outpouring of love and support across the country.
‘BeYouNick’ stands testament to the fact that in today’s changing world men can explore their passions, make a career out of it and be successful because they are doing what they love.
Yelande, a man who has redefined dance with his signature dance moves, inspires men to not worry about statements like ‘Dance Like A Man.’
Arora laughs off the ‘Men Must be Macho’ mantra and charms his way through with his statement “6 pack nahi lekin heart mera tiger,’ an attitude that has helped him in his journey to becoming the man that he is today.
Talking about the concept, Nippun Aneja, General Manager Deodorants & Men’s Grooming at Hindustan Unilever Limited, said, “Many boys in India still feel an overwhelming pressure to conform to masculine stereotypes. There are many said & unsaid rules on how to ‘Be a Man’ – The way you look, the way you act & interact with your peers; even your career choices & hobbies are being judged through the lens of being ‘masculine enough.’ We want young guys to feel free from the pressures of these ‘rules’, discover what makes them unique and work on it. Axe believes that expressing your individuality is what makes a guy attractive, so go ahead ‘Make Your Own Rules’ and be the best version of yourself.”
Khurrana added, “If you look at my career choices, I have always fought labelling. I have tried, in my own way, to create a path for myself and not walk on the path that I was told to walk on. Yes, it was tougher to create my own identity but today, looking back at my journey, it was necessary and definitely worth it. As soon as I heard the concept of ‘Ab Teri Baari’, I immediately wanted to collaborate because it appealed to me strongly.”
Naezy said, “This anthem is something that would resonate with every individual. We have all been stereotyped at one point in time. So, this anthem is dedicated to everyone who is trying to make their life on their own terms.”
Jaideep Singh, Director Arrè, commented, “As a platform and a voice that has led gender-based conversations for the youth over the last few years, Arre is stoked to have conceptualized this initiative with Axe. This campaign is a perfect showcase of content and brand seamlessly engaging with the youth in a conversation that is important to them.”
Ajay Mehta, Vice President, Content+, Mindshare, concluded, “Axe has always been an iconic youth brand with communication deep-rooted in Pop culture. The idea was to use music and more importantly Hip Hop as a genre which has been recently quite popular among the younger audiences.”
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