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Tag: Marico Ltd

  • Top marketer Somasree Bose Awasthi steps down from Marico amid shifting FMCG landscape

    Top marketer Somasree Bose Awasthi steps down from Marico amid shifting FMCG landscape

    MUMBAI: Somasree Bose Awasthi has stepped down as chief marketing officer at Marico Ltd, ending a nearly three-year stint at the helm of the company’s marketing function. The news was confirmed today by individuals familiar with the development.

    Somasree joined Marico in late 2022 after a distinguished 15-year career at Godrej Consumer Products, where she rose through the ranks and contributed significantly to brands such as Godrej Aer, HIT, Cinthol and Godrej No.1. At Marico, she focused on strengthening marketing capabilities, mentoring teams, and championing innovation across a wide portfolio.

    During her tenure, she was credited with bringing sharper consumer insight to the table and driving impactful brand work that resonated in an increasingly competitive FMCG landscape. Her approach combined strategic vision with deep empathy for the consumer—qualities that earned her recognition across the industry.

    Her departure comes at a time when Marico, like much of the sector, is navigating a complex retail environment shaped by evolving customer preferences and the convergence of digital and offline channels. The next marketing leader will inherit a strong brand foundation—and the challenge of building on it in a dynamic market.

    Somasree’s next move has not yet been announced, but industry observers and executive search firms will be watching closely.

  • H&C Triple Blend launches its newest campaign: ‘Repair Hair Damage the Smart Way!’

    H&C Triple Blend launches its newest campaign: ‘Repair Hair Damage the Smart Way!’

    Mumbai: Hair & Care, Marico’s youthful and contemporary hair nourishment brand, has unveiled a new digital campaign addressing the challenges of DIY hair hacks. The campaign humorously introduces a smarter solution to tackle damaged hair: Hair & Care Triple Blend.

    The latest digital video commercial (DVC) cleverly illustrates the often chaotic results of DIY hair remedies. While natural remedies may seem appealing, they don’t always go as planned—especially when it comes to repairing damaged hair. With a touch of humor and relatability, the video portrays the DIY hair care failure, emphasising the message: “Hair & Care as an easy solution to repair hair damage”

    DIY solutions, although promising, tend to be messy and time-consuming. In contrast, Hair & Care Triple Blend offers a simpler alternative to repair damaged hair in a hassle-free way.

    Speaking on the launch of the new campaign, Marico Ltd CMO Somasree Bose Awasthi said, “Our latest campaign aims to resonate with individuals dealing with hair damage who are frustrated with complicated or messy solutions. In today’s world, exposure to pollution and sun damage is inevitable, but the solutions don’t have to be complicated. While DIY hacks may seem like quick fixes, they often end up being more time-consuming. Hair & Care Triple Blend cuts through the clutter with its unique formula three unique ingredients: Aloe vera, Olive oil, Green Tea, delivering up to 100% damage repair in a simple, effective way. It’s the ultimate solution for nourished, healthy hair—minus the mess.”

    The digital-first campaign creates engaging content that highlights the limitations of DIY methods while showcasing how effortlessly Hair & Care Triple Blend repairs hair damage. With its triple-blend formula, the product nourishes, repairs, and revitalizes, leaving hair healthier, shinier, and easier to manage.

  • Parachute Advansed Jasmine supports Jyothi Yarraji for upcoming sporting event

    Parachute Advansed Jasmine supports Jyothi Yarraji for upcoming sporting event

    Mumbai: Athlete Jyothi Yarraji’s journey highlights the incredible potential of the human spirit. Rising from humble beginnings to become a star at the world’s biggest sporting carnival, this 24-year-old from Visakhapatnam, Andhra Pradesh, is India’s finest hurdler to date. At the age of 23, Jyothi became the first Indian woman to break the 13-second barrier, setting a national record by running the 100m hurdles in just 12.78 seconds.

    Known as a trailblazer who put India on the world map, Jyothi’s journey has been marked by numerous challenges and obstacles in her early days. However, through unwavering determination, she has overcome each one, paving her path to athletic success. This resilience and brilliance are why Parachute Advansed Jasmine Hair Oil has proudly partnered with Jyothi to support her ahead of her relay at the ongoing sporting event.

    Yarraji shines in all facets of her life, something that Parachute Advansed Jasmine as a brand advocates with their #ShineBejhijak campaign. This partnership celebrates Jyothi’s journey beyond her athletic achievements, highlighting her roles as a dedicated daughter, loyal friend, and passionate painter; putting her heart into every role she plays.

    Speaking about the partnership, Marico Ltd chief marketing officer Somasree Bose Awasthi said: “Parachute Advansed Jasmine wants to bring to the fore the inspiring story of Jyothi who is going to represent India at the biggest sporting stage. We celebrate her journey on the 100m track and also the multiple roles and avatars she plays as a human. She shines in all her avatars. And now she is ready to #ShineBejhijhak on the biggest stage.”

    Yarraji is known to experiment with different hairstyles to underscore the role her appearance plays in her confidence levels. “Indian women talk about beauty and hair in the same breath. When their hair looks beautiful, they feel a sense of confidence. That is the philosophy behind Parachute Advansed Jasmine’s #ShineBejhijhak. When you have beautiful shiny hair, you feel beautiful, and hence, more confident (bina kisi jhijak ke). We wanted to capture her story and the story that has gone behind the making of a high-performing athlete. This was only possible because at every hurdle she decided to be confident and shine,” Awasthi added.

  • Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’

    Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’

    Mumbai: In a witty new campaign for Marico’s Saffola Masala Oats, launched during the ICC Men’s T20 World Cup 2024, Manjrekar is being nudged to “Behave” in the face of his own snack cravings. The new campaign takes a light-hearted approach by capitalizing on Manjrekar’s iconic “Behave” moment during the recent Premier League 2024, in order to promote healthier snacking choices.

    The two commercials, conceptualized by Madison Communications, written by Mullen Lintas and executed by Disney+ Hotstar Creative Works, take viewers on a journey with Manjrekar as he prepares for a cricket match. Initially tempted by the familiar yet unhealthy snacks of samosas and spring rolls, Manjrekar is humorously reminded of his past advice to the crowd – “Behave!” – in a playful reference to a well-known incident. Caught between his desire for taste vs health consciousness, Manjrekar discovers a delightful solution – Saffola Masala Oats. The commercial not only showcases the product ingredients such as oats, veggies and desi spices in their full glory, but also highlights its quick and easy preparation, thus transforming from a pack into a delicious bowl of oats with a convenient three-minute timer.

    Expressing his excitement about the collaboration, Marico Ltd chief operating officer- India & foods business Vaibhav Bhanchawat said, “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Madison Media Ultra COO Jolene Solanki said, “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

    This new ad cleverly addresses the consumer’s constant need for snacks that fulfill their emotional desires. However, when faced with unhealthy options, a moment of conscious decision-making becomes evident, leading to a preference for choices that seamlessly blend health and taste. The ad captures the brand’s core message: “Bindaas Saffola Masala Oats bana, Dil ko na kar mana’’

    The advertisement has been featured on Disney+ Hotstar during their exclusive first-of-its-kind live cricket show, ‘Caught & Bold’ and also during the innings break at the ICC Men’s T20 World Cup 2024. The campaign will also be amplified across social media platforms.

  • Saffola Soya celebrates Poila Boishakh with an interactive activation

    Saffola Soya celebrates Poila Boishakh with an interactive activation

    Mumbai: Kicking off the festive season with a playful twist, Saffola Soya from the house of Marico Ltd celebrates Poila Boishakh by launching a unique activation in Kolkata. Poila Boishakh is a vibrant celebration marked by the preparation of delectable authentic Bengali dishes. This year, Saffola Soya invited participants from Kolkata to experience the surprising softness of their product through a fun and interactive challenge.

    Saffola Soya invited popular Kolkata influencers to test the softness of Saffola Soya Chunks in a blindfold challenge. The influencers were blindfolded and were asked to identify Saffola Soya chunks through their sense of touch. The influencers were caught by surprise when they felt the softness of Saffola Soya Chunk. Following the blindfold challenge, the influencers were introduced to the versatile and protein-rich qualities of Saffola Soya Chunks. They were also invited to curate some of the most relished Poila Boishakh recipes with Saffola Soya Chunks.

    The interesting activation was then captured as a film, showcasing the influencers’ reactions and their creative use of soya chunks in traditional Bengali recipes, highlighting the product’s appeal and versatility. This was then amplified further across Instagram.

    The range of Bengali delicacies that are associated with Poila Boishakh is every foodie’s dream come true. As Saffola Soya Chunk is one of the most versatile ingredients with the perfect mix of taste and softness it has been popular ever since it was launched in Kolkata. It can be used to make cutlets, koftas, kebabs and a variety of snack dishes for every special festive meal. Saffola encourages you to be mindful of your food consumption with healthy controlled calories. Have a happy festive season!

  • Saffola Masala Oats launches new campaign

    Saffola Masala Oats launches new campaign

    Mumbai: Saffola Oats, an Oats brand, from the house of Marico Ltd announced the launch of a new campaign for its flavoured Oats range. As a part of the campaign, there are four innovative ad films staging a different scenario of snacking urges amongst a diverse consumer segment. The campaign attempts to showcase how Saffola Masala Oats offers a healthier and tasty go-to snack with a variety of delicious flavours for their anytime-of-the-day snacking moments.

    In the hustle of today’s fast-paced lifestyles, consumers are forever in pursuit of snacks that effortlessly match their emotional cravings. Yet, when faced with options towards the unhealthy side, a moment of conscious decision-making becomes evident, with a preference for something that seamlessly combines health and taste. The four films, conceptualized by Mullen Lintas, tap into this very consumer insight. It showcases how Saffola Masala Oats caters to multiple consumer needs across different occasions, each offering a glimpse into diverse snacking moments in their everyday life. From a busy mother searching for the perfect yet healthy snack to satisfy her child, to a working professional struggling to find a nutritious breakfast amidst a hectic schedule, each film addresses a unique snacking challenge. Be it a spicy gossip exchange between a mother-in-law and daughter-in-law or a bunch of young friends looking to eat something quickly in the late evenings, there exists a flavour tailor-made for every individual and every specific moment. The campaign cleverly springboards the entire brand’s narrative by using the pop-culture phrase “….se yaad aaya…” and beautifully lands on its proposition – “Bindaas Saffola Masala Oats bana, Dil ko na kar mana!”

    Going beyond the captivating films, to cater to a wider range of taste buds and snacking occasions, Saffola Masala Oats has also unveiled four exciting new gourmet flavours. These include sweet-flavoured oats Nutty Chocolate, Apple N’ almonds while also expanding the portfolio of savoury oats with the launch of new variants such as Spicy Mexicana and Cheesy Italiaa.

    Speaking of the brand’s latest campaign, Marico Ltd chief operating officer of India & Foods Business, Vaibhav Bhanchawat said, ”We understand the dynamic needs of today’s consumers and aim to offer a delightful and tasty alternative for every moment, from the crack of dawn to late-night hunger pangs. We aspire to be a part of our consumers’ everyday moments, making Saffola Masala Oats a companion for every palate and every time.’’

    ‘’The brand films beautifully showcase the cohorts at any time of the day. The ad films beautifully showcase the urge for healthy snacking among diverse consumers. It also brilliantly captures the essence of our brand proposition – ‘ Bindaas Saffola Masala Oats bana, Dil ko na kar mana!’ as we strive to become the go-to choice for those who seek both health and taste in their snacks.” he adds.

    “Words are memory triggers, and our brains leap to associate them with unconnected things that we care about. Truth is, all of us care about food. And while our immediate instinct might be to indulge, our inner ‘voice of reason’ often holds us back. The mental tug-of-war between taste and health, craving and denial, is charmingly human. Every brand needs a rallying cry, and ‘Dil ko na kar mana’ is Saffola Masala Oats telling foodies everywhere that they’re in good hands. Our campaign of digital-first 20 seconders shows how the dilemma meets its delicious end with the new range of Saffola Masala Oats,” said Mullen Lintas chief creative officer Ram Cobain.

    The 360-degree campaign will be launched on Television, YouTube and OTT platforms and will further be amplified across social media platforms.

  • Saffola Gold launches a new ad film introducing the ‘Power of 3’

    Saffola Gold launches a new ad film introducing the ‘Power of 3’

    Mumbai: Saffola, a legacy brand synonymous with healthier living and heart health has launched a new ad film introducing the enriching “Power of 3” – the good balance of MUFA and PUFA, Antioxidants and Vitamins – present in scientifically formulated Saffola Gold Oil, making it a smart and convenient choice for people who want to make a positive change towards a healthier lifestyle.

    The TVC aims to promote the adoption of better practices and a healthier lifestyle by taking a “Roz Ka Healthy Step” to prevent the early onset of health issues that are typically experienced at the age of 60, arising now at the age of 40. It is widely known that diet is a major factor responsible for maintaining good health. Hence, it becomes critical to not just consume oil in moderation but also to choose the right oil to prepare daily meals for a healthier lifestyle.

    Conceptualised by Mullen Lintas, the TVC opens with a young 40-year-old man sharing the news of his promotion as the CEO with his family. Playfully, the father remarks on his son’s early achievement at 40, instead of the traditional 60. To this, the concerned sister points out that success can bring stress, potentially leading to health issues usually observed in individuals in their 60s, causing the elderly mother to worry.  However, the mood lightens when the wife reassures everyone that their daily meals are prepared using Saffola Gold, thus making their food healthier and contributing to their well-being.

    Embed Link: https://www.youtube.com/watch?v=H7zUNsjOVsI

    The introduction of a joyful and light sonic identity created by BrandMusiq is a refreshing addition crafted to evoke feelings of care and reassurance through the Shanta Rasa and confidence through the Veera Rasa – values that the brand has stood for since its inception. The soothing melody created using various instruments and concluded with the sound of a healthy heartbeat conveys the brand’s commitment to care and nurturance towards its consumers’ health.

    Speaking about the campaign, Marico Ltd chief marketing officer Somasree Bose Awasthi said, “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain said, “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

    Speaking about his experience in developing the sonic identity of Saffola, BrandMusiq founder & soundsmith Rajeev Raja said, “It was fantastic to create a sonic identity for a brand as iconic as Saffola. The client ask was to ‘positivise’ heart health in sonic terms. Using our unique brand process, we created a MOGOSCAPE that was optimistic and cheerful yet balanced with the right amount of caring and reassurance. And of course, a MOGO (musical logo) which had a strong melodic hook and was signed off with the unmistakable sound of a healthy heartbeat!”

    Powered by LOSORB technology, Saffola Gold is available in one-litre pouch, two-litre, three-litre and five-litre jars across all leading stores and e-commerce platforms.

  • Saffola emerges as India’s number one oats brand

    Saffola emerges as India’s number one oats brand

    Mumbai: In a remarkable achievement, Saffola Oats, one of the leading brands of Marico Ltd, has emerged as the number one oats* brand in India, according to Kantar Household Panel Data. Since its inception in 2011, the brand has crafted a legacy of trust, consumer understanding and innovation to meet the diverse taste preferences of the Indian consumer and offer “better for you” food products.

    Saffola Oats has risen to prominence, experiencing remarkable growth within the category while seamlessly becoming a staple in the daily breakfast choices of consumers. The brand has witnessed an astonishing tenfold increase in offtake volumes since inception. According to the Kantar Household Panel Data, Saffola Oats now commands an impressive 43 per cent share of the market in value terms, surpassing all competitors. The data also underscores that 1 out of every 11 households in the country actively includes oats into their daily consumption.  

    Commenting on the development, Marico Ltd MD and CEO  Saugata Gupta, said, “We are proud to have achieved this significant milestone and emerge as leaders in the oats category. It’s a testament to our dedication to excellence, innovation and consumer satisfaction. Indians are uncompromising when it comes to taste. With this basic learning, we set out to Indianise oats by addressing the quintessential Indian taste preferences, while seamlessly integrating the health benefits that it offers. Supporting the government’s vision of promoting millets as a sustainable and nutritious food source, we have embraced millets in our product portfolio and blended the goodness of two superfoods – oats and millets in our Saffola oats range. Our unwavering commitment to delight our consumers has helped us revolutionise oats as a category and played a pivotal role in propelling Saffola Oats to the coveted position of India’s Number 1 Oats* Brand. Our journey continues, fuelled by the trust of our customers and our commitment to provide ‘better for you’ products.”

    Saffola Oats attributes its success to an unwavering commitment to quality and taste. Consumers have played an instrumental role in this journey, extending their tremendous support to the brand, especially in thriving markets like Maharashtra, Kerala, and West Bengal, making it a staple in households across these regions.

    In an ever-changing consumer landscape, Saffola Oats has been quick to adapt. As the 21st entrant in the competitive plain oats market, Saffola Oats embarked on a journey to understand the unique preferences of Indian consumers. Recognizing their love for masaaledaar (spicy) flavours, often found in chatpata street food in every corner across the country, the brand strategically pivoted to meet this demand by introducing the world’s first ‘Savoury Oats’.

    The brand’s journey began by educating consumers on the health benefits of oats, particularly in weight management, and then effectively transitioned from being perceived as a mere weight loss product to a staple for weight watchers. Moreover, to keep consumers engaged the brand has offered limited edition choices with international flavours, regional recipes and even catered to sweet variants for those who crave a sweet treat.

    Aligning with the government’s vision of promoting millets, Saffola expanded its oats portfolio with the launch of Saffola Oats Gold that offers a perfect blend of two wholesome grains – Millet (Jowar) and Oats.

    Saffola Oats offers a super-creamy texture as it is made from specially sourced soft & 100 per cent natural wholegrain oats. The oats are a powerhouse of nutrients, offering protein, iron, and fiber, ensuring long-lasting energy for your day. Its savoury variant, Saffola Masala Oats, offers a wide array of flavours, including Classic Masala, Peppy Tomato, Veggie Twist, Masala Coriander, and Curry Pepper.

    *Based on data reported by Kantar Household Panel data for the Oats Category, value for the 12-month ending 31 Dec 2022, for the All India (U) market. (Copyright © 2022, Kantar).

  • Kareena Kapoor Khan urges ‘Roz Ke Healthy Steps’ for World Heart Day

    Kareena Kapoor Khan urges ‘Roz Ke Healthy Steps’ for World Heart Day

    Mumbai: This World Heart Day (29 September 2023) Saffola, the legacy brand synonymous with healthy living and heart health, joins hands with Kareena Kapoor Khan to urge India to prioritise their health by taking #RozKaHealthyStep.

    The Saffola 40 Under 40 campaign, a movement aimed at addressing the pressing issue of 60 ki bimaryiaan 40 mein by inspiring India to embrace healthier living, has already inspired over 25000 individuals to take the Saffola Lifestyle Score and choose a healthier lifestyle over the past eight weeks. To spread this message far and wide Saffola partnered with 40 young achievers and influencers, under 40 years of age, from diverse backgrounds who urged young India to take #RozKaHealthyStep towards a healthier lifestyle.

    As World Heart Day approaches, Saffola aims to make this movement even larger and who better than Kareena Kapoor Khan, a living example of someone who has seen immense success in her career along with being an advocate for living a healthy lifestyle, to inspire millions more to join this health movement. The brand has released a video featuring Kareena Kapoor Khan, where she shares a powerful message with India about prioritizing their health.

    Kareena Kapoor Khan in her inimitable style emphasises how neglecting one’s health could lead to missing out on key opportunities to enjoy moments of joy that make up life. For instance, not being present to receive an award, missing out on your child’s school performance or being unable to accompany your parents on their special anniversary trip, all leading you to depend on others to stand in for you during life’s important occasions, all because your health is not supporting you. She goes on to emphasise that in the face of ’60 Ki Bimaariyaan 40 mein’, referring to the rising trend of lifestyle diseases among young Indians, people are missing out on special moments of happiness.

    Marico Ltd Somasree Bose Awasthi, Chief Marketing Officer, said, “The rising prevalence of lifestyle diseases among young Indians is a cause for concern, diseases that once happened at the age of 60 are now happening as early as 40. Hence, this World Heart Day, we want to remind everyone to take care of their health by eating right because if we truly want to enjoy moments of joy with our loved ones, we need to be healthy to be able to do so. We are proud to have partnered with Kareena Kapoor Khan, who is admired by millions, to encourage more and more people to take Roz Ke Healthy Steps and prevent 60 ki bimaariyaan in 40. As a health-centric brand, Saffola has always been committed to raising awareness about healthier living. With the Saffola 40 Under 40 initiative, our goal is to instil lasting habits that can enhance the lives of our consumers.”

    The campaign comes at a time when a lack of focus on health has led to a significant rise in lifestyle diseases like obesity, heart disease, and diabetes impacting young Indians. Conditions and health issues that were once commonly associated with individuals in their 60s are now affecting Indians much earlier, at the age of 40 and under.

    Start by checking your Saffola Lifestyle Score and Join the Movement today!

    Timesofindia

  • Beardo’s #BeardsAtWork challenges campus shaving norms on World Beard Day

    Beardo’s #BeardsAtWork challenges campus shaving norms on World Beard Day

    Mumbai: On World Beard Day (2 September), Beardo, a men’s grooming brand from the house of Marico Ltd takes a stand for inclusivity and freedom of individual expression with their new digital campaign #BeardsAtWork. This campaign, primarily driven through a digital film featuring Hardik Banga, challenges the conventional norms of grooming and places the spotlight on the contentious issue of enforced shaving during placements.

    Today, while the modern corporate world has increasingly embraced the concept of individuality, there are still instances where, during campus placements, many bearded young individuals are asked to shave in order to be placed. While a well-groomed beard is considered corporate-appropriate today, the acceptance hasn’t quite extended to campus recruitment yet. Therefore, as a leading men’s grooming brand and a partner many rely on for their grooming needs, Beardo has taken on this campaign to celebrate #BeardsAtWork this World Beard Day! Taking a light-hearted approach, the #BeardsAtWork campaign aims to spark a conversation about beard inclusivity by shattering stereotypes and championing authentic self-expression in the corporate world through a digital film.

    This impactful yet fun film opens with a classroom filled with young students with a backdrop showcasing campus placements, setting the stage for a powerful narrative. The film goes on to show a professor who gives an ultimatum to the students that they need to shave in order to even appear for an interview or miss placements, thereby hampering their careers. BASED ON TRUE EVENTS, the film then captures the response of bearded students who invent different excuses ranging from superstitions about shaving on certain days to humorous claims of allergic reactions to razors. The film culminates with a thought-provoking message and a call to action, advocating for change in workplace perceptions. Hardik Banga’s words resonate deeply as he asserts that donning & maintaining a beard is a matter of personal identity. The film further invites viewers to re-consider the correlation between appearance and professional competence, highlighting that in fact “shaping” a beard involves more commitment & effort than “Shaving” one, and hence well-groomed beards should be celebrated at work.

    To further elaborate the message for World Beard Day, Beardo has also partnered with influencers like BeYouNick and many more. Even Celebrity Hrithik Roshan has shared this on his IG handle.  

    Speaking about this campaign, Beardo chief executive officer Sujot Malhotra said “Beardo has always been firmly committed to championing the cause of true masculinity and the timeless statement made by any well-groomed beard. We have always celebrated all kinds of Beards and what they stand for by challenging the arbitrary conformity of enforced shaving in the corporate world. We stand by the feeling that a beard should never stand as a barrier to professionalism, and with our #BeardsAtWork campaign, we aim to break down stereotypes and celebrate the power of individual expression. Celebrating World Beard Day with this campaign, we hope to reflect the evolving norms of inclusivity and expression, paving the way for a more diverse culture.”