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Tag: Hitesh Dhingra

  • The Man Company celebrates little gestures of kindness in its V-day campaign

    The Man Company celebrates little gestures of kindness in its V-day campaign

    Mumbai:  With Valentine’s Day just around the corner, home-grown men’s grooming essential brand The Man Company has come out with a heartwarming campaign celebrating little gestures of kindness.

    Conceptualised by Hashtag Orange, the #ScentOfAGentleman campaign appreciates the kindness, warmth, and goodness shared by partners that stay in the hearts of the receiver for years to come. The brand seeks to recognise every man standing firmly behind their partner’s success, especially in the context of the day that celebrates love in all its glory.

    The digital film begins with a story of a couple- one of them being a doctor caught up in her hectic work schedule. Fast forward to V-Day, the highly-anticipated day that every couple tries to make extra special for their loved one. Watching her husband setting the table for the homemade dinner prepared by him, the wife is touched. She then proceeds to give him a token of her appreciation, even as she congratulates him on his “promotion”- “from a man to a gentleman.”

    “Our intent behind the campaign wasn’t just to create a Valentine’s Day campaign, but to begin a conversation about the scent of those gentlemen who surround us; a conversation that bears the lingering taste of their good deeds, of their gentleness, of the affection, of the care,” says Hashtag Orange founder Mukesh Vij. “And here we are, with a campaign that has a soul, a heart and an everlasting scent – #ScentOfAGentleman.”

    With the campaign, The Man Company aspires to take forward its legacy to encourage the ethos of a true gentleman. In the past, the brand has released campaigns under the hashtag #ForAllKindsOfLove.

    The Man Company founder Hitesh Dhingra said, “A beautiful soul that unintentionally impresses even a stranger with his down-to-earth charisma, goodwill, and cordiality towards others is the definition of a gentleman. Someone who unwittingly leaves the essence of goodness – ‘the scent of a gentleman’ and affects everyone who meets him in best or worst times. This Valentine’s Day, we want to celebrate the scent of a gentleman and acknowledge their part in making this world a better place.”

  • This International Men’s day, The Man Company celebrates #GentlemanInYou

    This International Men’s day, The Man Company celebrates #GentlemanInYou

    MUMBAI: Homegrown men’s grooming brand, The Man Company has rolled out the ‘Gentleman kise kehte hai’ campaign – an extension to their 2019 campaign, that celebrates the core idea of every individual realising their self-worth.

    The campaign launched ahead of the International Men’s Day recognises that ‘real gentlemen’ struggle with possessiveness, insecurities, vulnerability, and stacks of self-doubt while yearning to show compassion and empathy for one’s inner self.  Singer Sona Mohapatra has delivered the video voiceover while ‘Article 15’ fame writer, poet, and lyricist Gaurav Solanki penned down the content for the ‘Gentleman tumhi toh ho’ campaign executed by What Works.

    “Men are often expected to hide their emotions or vulnerability and to behave in a certain way. It damages their relationship with themselves as well as with other people. We wanted to celebrate men who don’t care about stereotypes and defy this pressure, men who are in love with themselves in a healthy way, and how that makes them more compassionate and fun,” said Solanki.

    What Works video agency and production house founder Imran Shamsi said, “We wanted to pay an ode to the gentleness in men. And, since the focus was on self-acceptance and self-love, ordinary men became the heroes of our film.”

    Vibhav Ameta who directed the video said the narrative demanded simplicity, a free-flowing viewing experience, and visuals that connect emotionally and bring smiles. “Picturing men in their daily life through the scope of ‘self-love’ was tricky, not something we see in campaigns that often. We used mirrors to show a different perspective, a new reflection, another side of a gentleman,” he added.

    The Man Company has released the video campaign on YouTube in nine different languages: English, Hindi, Tamil, Telugu, Punjabi, Bengali, Marathi, Kannada, and Gujarati. It also has a section describing the video content in sign language.

    “This International Men’s Day, as a men’s grooming brand, we are equipped and responsible for empowering today’s men so that they can feel the best version of themselves at any given point in life,” The Man Company founder Hitesh Dhingra said.

  • The Man Company breaks stereotypes of a ‘gentleman’ with #GentlemanInYou

    The Man Company breaks stereotypes of a ‘gentleman’ with #GentlemanInYou

    MUMBAI: Emami-backed men’s grooming startup ‘The Man Company’ has challenged the stereotypes associated with being a ‘gentleman’ as a part of its first brand campaign #GentlemanInYou. Created and conceptualised by Hashtag Orange, the campaign reveals a number of common but wrong notions associated with traits of a perfect gentleman.

    The campaign kickstarted with a post on job opening on LinkedIn where the brand is hiring for the role of a ‘perfect gentleman’. While the post got immediate traction across all channels with interesting comments, there was still a question mark pertaining to the job description of the profile.

    The search further continued on-ground through a vox pop which interestingly revealed that the traits of a gentleman are not gender agnostic in approach and are believed to be majorly about how one treats women, how they are supposed to behave in a professional environment and their outlook. The campaign established the fact that, unlike popular belief, a gentleman can have flaws, he can be vulnerable and wear his heart on his sleeve. The broader aim for the campaign was to bring together men who in their own way are modern gentlemen and are evolving/ providing an alternative to the definition. The brand has been successful in redefining the modern gentleman and has highlighted the flaws of our society with a simple approach.

    Hashtag Orange CEO and founder Saurabh Kapoor said, “Over the years, the socially accepted traits of a gentleman have been twisted to a great degree. Social insights reveal that a man’s conduct with women is believed to be the core parameter of defining one as a gentleman. This campaign was conceptualised to break such stereotypes and redefine the modern gentleman to highlight the real traits of a true gentleman. The idea of this campaign is simple and extremely relatable and therefore, it has garnered phenomenal engagement among the audiences.”

    Founder Hitesh Dhingra quoted on the campaign approach, "The modern-age man, as we perceive, is vulnerable and open to imperfections. We, as a brand, strongly believe that stereotypes around gender roles are meant to be redefined, even if it comes to redefining who is a gentleman. This reflects our brand ideology and principles which encourage men to be the best version of themselves."