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Tag: The Man Company

  • GoKwik saves eCommerce brands Rs 130 Cr in RTO losses for 2023

    GoKwik saves eCommerce brands Rs 130 Cr in RTO losses for 2023

    Mumbai: Brands on the network of eCommerce enabler GoKwik have saved up to Rs 130 Cr in losses from return to origin orders (RTO) in 2023 so far.

    According to data released by GoKwik, direct-to-customer (D2C) brands on its network benefited from its interventions to arrest RTO occurrences. Brands saved over 16 lac orders from being returned to origin. As a result, they also saved over Rs 24 Cr in reverse logistics costs owing to orders being returned while in transit.

    “We are constantly building deep-rooted intelligence & interventions that will help brands cater to the cash-on-delivery-loving shoppers while also mitigating RTO losses smartly. Our solutions are constantly committed to solving deep-rooted problems of the eCommerce industry at the source while also ensuring we contribute to becoming the eCommerce gateway of India. By seeing success stories of merchants, we are rest assured that we are heading in the right direction” said GoKwik co-founder and CEO Chirag Taneja.

    RTO or return to origin is when undelivered orders are returned before delivery causing a major setback to operations for e-commerce brands as they add to logistics costs, inventory blockage, loss of true conversions and leaking profitability.

    The chances of RTO are significantly higher in cash-on-delivery (COD) orders than in prepaid orders. GoKwik offers a range of solutions backed by data and analytics that can predict customer behaviour and help sellers prevent RTOs while ensuring expansive COD serviceability across regions.

    Through GoKwik-led interventions, brands also had over 16 lac products readily available to be shipped which would have otherwise been in transit for 20-30 days leading to inventory blockage and damage, data released by GoKwik shows.

    Fashion brands saved around Rs 15 Cr, electronics brands around Rs 61.7 Cr, beauty brands around Rs 2.75Cr, and footwear brands around Rs 5.5Cr in inventory blockage owing to GoKwik interventions. Moreover, among these categories, electronics saw the highest reduction in COD RTOs with 28 per cent. Fashion brands recorded an 11 per cent drop in COD RTOs, footwear recorded a 16.6 per cent drop, and beauty and personal care saw 10 per cent.

    Around 40 per cent of the brands in the GoKwik network continued to increase their COD share by 16 per cent and reduced COD RTO by up to 18 per cent.

    Homegrown consumer electronics brand boAt saw up to a 32 per cent drop in RTO rate and a four times increase in COD gross merchandise value with the help of GoKwik’s interventions. Footwear brand Attitudist also recorded a 15 per cent reduction in RTOs with these interventions. Boult Audio further brought down RTOs by 40 per cent and Fireboltt by 30 per cent respectively.

    Many other brands including Swiss Beauty, The Man Company, Neeman’s, Wallmantra, and Lenskart were able to expand their COD serviceability pan India while containing RTO rate.

    GoKwik’s smart suite of solutions helps brands start COD, expand COD, reduce return to origin and contain return to origin depending on the stage of COD serviceability their brand is in. GoKwik is committed to solving these problems at the source by risk-based interventions such as adding extra layers to order completion to avoid RTO, behavioural analysis of the shoppers, risk profiling and placing pre-order interventions such as COD captcha, COD confirmation prompts, prepaid discounts and more.

  • 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.

  • Guest Column: The conventional communications model of niche brands proving an upper hand

    Guest Column: The conventional communications model of niche brands proving an upper hand

    Almost as soon as the pandemic hit us earlier this year, businesses across the globe raced to relook at their communications strategies and devise the best way to reach out to their consumers and reinstate trust for brands. At a time when everyone was plunged into a wave of uncertainty and turmoil, communicators made sure to shift their focus to address crucial subjects of public information, safety, and health – with emphasis on remote accessibility and availability of essentials – as opposed to creating a desire for the brands.

    This period has been even more decisive for niche brands, who face a much bigger onus for maintaining customer trust and engagement, in comparison to the more mainstream consumer companies. In a market like India, where niche brands don’t and can’t often resort to advertising as their go-to strategy, this was an opportunity for them to weave unique and distinct forms of communication to effectively address industry challenges, client relationships and consumer anxiety.

    Given the ongoing scenario, we take a look at how this changing communications dynamic has shifted the needle for niche brands in India:

    Plan for the known unknowns

    With consumer patterns making a shift every month, budgets on a tight noose and rapid demand, every brand will plan for recovery. Niche brands, however, will have the opportunity to explore behaviour shifts and go beyond product experience to pivot rapidly and build new commerce. Men’s grooming industry, for example, which was earlier dominated by physical salon chains, saw a significant shift to DIY product brands such as The Man Company, LetsShave, MensXP, etc. Earlier catering to only a small, dedicated audience, these brands had the first-mover advantage once salons and stores shuttered during the lock-down. Having carved a niche for themselves in a so-far untapped space, these brands managed to rake in anywhere between 33-200 per cent increase in revenue post lockdown, all by identifying the gaps and anticipating consumer demand in the sector.

    Moving from Customer Experience to Consumer Intimacy

    Increasingly, consumers are willing to share data in exchange for personalized attention and customised offerings. The use of an umbrella strategy may not be the wisest move for an effective communications model anymore. Brands will need to identify the differentiated needs of each consumer cohort and build a strategy that can help assess these unique requirements to help gain the trust of the consumer at ground level. Personalization, prediction, and adaptability are three presiding consumer expectations that are helping brands build virtual customer intimacy. This does not just mean taking a proactive approach, but about targeting a specific subset of consumers, whose desires you know you can fulfil. This pandemic might just be a test of how well brands attune themselves in creating value that addresses the 3 key pillars of consumer communications right now – sharing verified and valid information, addressing anxiety with tailored product and service offering, and lastly, keeping the consumer spirit alive.

    Once everyone buckled up to treat the lock-down as the status quo for the foreseeable future, the cravings set in. The foremost being – fine dining experiences. Now that dining out was out of the question, some premium restaurants and celebrated chefs broke into the niche DIY meal-kits market in India, to offer personalised gourmet meals at home. Hunger Inc. (parent company to Bombay Canteen and O’ Pedro), known for its niche menus, capitalized on this opportunity by curating DIY meal kits. This was coupled with online cooking workshops – so people could cook along with pro chefs and recreate luxury gourmet meals at home, customized to their preferences.

    Staycations have also witnessed a surge in the last couple of months. Independent hospitality brands like the Tamil Nadu-based bed & breakfast “Surf Turf”, and “Porcupine Castle” in Coorg has launched offers for private holidays. Several similar brands have realised the need for private and self-contained spaces, and offer vacations and “work-ations” packages where people can unwind away from home. Boutique hospitality chains such as SaffronStays, Kyo Spaces, NomadGao, in Goa, Halli Berri in Karnataka, the Belgadia Palace in Odisha, among others, have launched these work-ation offerings which provide guests with well-sanitised workspaces, peaceful environment, premium hospitality, and most importantly – high-speed internet.

    For niche brands that have innate experience in marketing to an exclusive audience anyway, this will be a boon, as they get a headstart from conventional brands in customising communications for their consumers – all without deflecting from their core message in the process of evolving and adapting to the new normal. What will be critical though, is driving this intimacy despite the lack of proximity.

    Another crucial area that will demand personal attention and customized services is travel planning, once people can travel again freely. Travel companies that are already ahead of the curve with services that offer visas at the doorstep, e-visa applications etc. will be well-prepared to tap into this growing market effectively.

    Choosing mediums more judiciously

    Traditionally, brands in India have always been fighting for a place in the very small pie that is the traditional media. Even as millennials and Gen Z have long moved on to digital platforms as their primary source of information, entertainment, and recommendations, a majority of consumer brands have found it hard to let go of conventional marketing and advertising routes. The lockdown and subsequent pause in access to print and OOH media was a harsh wake-up call to everyone in advertising and media. Compelled to now adapt to online media, incumbents found themselves having to keep up with niche brands that have been digital natives. While this has cluttered the digital territory, niche brands have the home advantage of having established their online audience well in advance. However, they will now have to capitalize on their digital assets by appropriating their presence on high-value and high visibility platforms on the internet, through videos, podcasts, webinars, etc. – platforms that are tailored to reach their distinct audience through all the muddle on the internet today.

    In this age of living services, digital campaigns, and diverse commerce, ROI will take on a new meaning as a return on individuals. Metrics will see a shift to advocacy and contribution to brand health as performance indicators, making the traditional ROI concept less transactional. Undoubtedly, this proves to be an upper hand for niche businesses that conventionally thrive on communities and loyalty. Overall, the current phase will truly be a Darwinist test that pushes brands to compete and strengthen their hold on their audiences and sustain it till we surf the COVID2019 tide successfully.

    *Source Link for statistic cited in article: Men’s Grooming D2C Brands Go Eco-Friendly As Lockdown Shifts Male Beauty Trendss

     (The author is VFS Global corporate communication global head Sukanya Chakraborty. The views are personal and Indiantelevision.com may not subscribe to them.)

  • Brands ride high on Raksha Bandhan ad campaigns

    Brands ride high on Raksha Bandhan ad campaigns

    NEW DELHI: Raksha Bandhan is a festival of love and bond between a brother and sister and is all about creating special moments. As businesses across verticals have started operations, brands are encashing the opportunity through campaigns over digital media. The foremost reason brands roll out campaigns during this time is to drive engagement with storytelling. In return, this helps the brand to have a long-term relationship with the customers.

    Every year, a number of campaigns are launched and this year, many brands are going a step ahead in creating something unique, which breaks the stereotypes and gives a powerful message to the mass audiences. Such campaigns not only resonate a better connection with the target audience but help them to connect at a deeper level.

    Mondelez India

    Mondelez India has come up with a campaign #CloserThisRakhi, TVC captures the playful relationship of a brother and sister wherein the sister is tying a rakhi to her brother while brooding over the fact that he has become everyone’s favourite sibling in the last three months of the lockdown by connecting with his extended family via video calls. Later when the sister asks him about his favourite sibling, instead of answering, he greets her with a piece of Cadbury Dairy Milk implying she is his favourite. It ends with them laughing and enjoying a box of Cadbury Celebrations showcasing a ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’ moment of bringing people #CloserThisRakhi.

    Mondelez India director – marketing (chocolates) Anil Viswanathan said, “In spite of the challenging times, we will continue to inspire India to celebrate with their friends and family. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the new campaign #CloserThisRakhi aims to drive positivity and remind people to bond with their loved ones and cherish every sweet moment possible. The relationship between siblings is rather a special one and like every year, we aim to instil the same joyfulness this Raksha Bandhan and further strengthen the jovial connection between a brother and a sister.”

    Mankind Pharma

    Mankind Pharma launched a video campaign saluting the #RealHeroes. Through this campaign, the brand is saluting the selfless hard work done by the medical staff for the society. The video showcases a sister requesting the hospital staff to let her in so that she can tie a rakhi to her brother and when she wasn’t allowed. She wished the hospital staff a happy Raksha Bandhan and handed over the rakhi to pass it on to her brother. When her brother received it, he tied it on the wrist of the nurse who had been taking care of him at the hospital.

    Mankind Pharma CEO Rajeev Juneja said, “India now ranks third, in the daily increase in COVID2019 cases and this shows the rise in the responsibility of our medical staff, while we will be celebrating all festivities in the comfort of our home, the medical staff will be serving us and saving our lives. Through this campaign, we would like to thank these #RealHeroes and pray for their safety.”

    Tanishq

    Jewellery brand Tanishq has launched its latest Raksha Bandhan film which celebrates ‘sisters’; the ones who manage to be both, the most annoying as well as the most comforting presence in our lives and yet the ones who will always be there by our side through adversities and celebrations alike. The film beautifully pays a tribute to a special ‘sister’ who has been going out of her way especially in the wake of the current pandemic. The film is not only contextually relevant as it is high on emotions but is also true to the spirit of Raksha Bandhan.

    The film ends with a twist where one realises that the sister is also a nurse or a ‘sister’ as nurses are fondly called in India thus urging everyone to #CelebrateEverySister, including nurses, this Raksha Bandhan. The film is written & directed by Bhavesh S Kosambia and produced by Oneness Media.

    Usha

    Showing the love between siblings – the ’tere haathon ka banaa dal ka halwa’, the honest happy banter, and the doorbell that brings a thoughtful surprise in the form of a new Usha Food Processor that the sister needed. Tender moments that evoke love and longing for siblings lead up to a celebration of Raksha Bandhan over a video call, driving home the message that love means ensuring you keep your near and dear ones safe in their homes.

    Usha International president appliances Saurabh Baishakhia said, “Raksha Bandhan is all about the bond between siblings and we wanted them to celebrate that love, but in a responsible way in the times of Covid2019 – by staying safe at home. As for us, we are meeting them more than halfway by making all our products available online and ensuring safe delivery across channels so they don’t need to step out at all.”

    The Man Company

    Bollywood actor Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective.

    The ad shows Ayushmann Khurrana tying a rakhi on his sister’s wrist as opposed to the norm of sister’s tying it on their brothers’ wrists. Sisters often protect their brothers from both physical and mental harm and are always a comforting presence when things seem to be going astray. With a subtle change, the Idea promotes the idea of gender equality.

    The Man Company founder and CEO Hitesh Dhingra said, “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality.”

    Daawat Basmati Rice

    Daawat celebrates the unbreakable bond of siblings through the video, themed around ‘Khud ki raksha karke apno ki raksha karein’. This Raksha Bandhan, all the brothers would be eagerly looking forward to seeing their sisters who stay away and sisters would be even more anxious to tie rakhis. However, in the current situation, the true meaning of Raksha Bandhan is very different.

    The campaign showcases that both brother and sister celebrate the festival with social distancing as distance is the best protection one can provide to their siblings.

  • Brands needs to address that war against Covid2019 not over yet

    Brands needs to address that war against Covid2019 not over yet

    NEW DELHI: The world is still in the thick of a raging pandemic, which is continuing to take its toll on humanity, but not many are addressing it in recent times as was done earlier. The virus in India has been spreading like wildfire, but the fear among the people has evidently gone down.

    According to WASH (Water, Sanitization and Hygiene) Index, India has ranked very poorly. Now with Unlock phase-1 and the virus at its peak, is India ready to take responsibility in its hand? How can companies put in their best to get through with a lower death toll? Addressing this and more, Indiantelevision.com founder, CEO and editor in chief Anil Wanvari in a virtual round table with industry leaders including Pee Safe’s vice president – growth Pragya Upadhyay, The Man Company co-founder and director Bhisham Bhateja and Apollo Hospital and KMC Centres senior consultant of sales and marketing Dr Nagarajan Pandurangen discussed the issues of health and hygiene in the corporate world, day to day lives and how companies are contributing to improving them.

    The panelists said that it is exceedingly important that people continue to adhere to guidelines by the government and maintain social distancing but not emotional distancing. “Brands needs to address that the war against Covid2019 is not over yet; it's still there. It’s important to spread the word,” the panelists said unanimously.  

    “It's been a difficult situation, both personally and professionally. The initial few weeks of the lockdown were full of struggles but somehow, we bounced back, because most of our products come under essential category and we were looking to serve the people, and these products were required. We even launched our new brand in February, which was to be launched in May. It had products including hand sanitizer and masks, to reach people when they are required the most. But it has been difficult, especially in terms of interstate travel for our team members coming from Delhi and coming down to our warehouse in Gurugram. It has been a challenging two-three months, but we are putting our hundred per cent to ensure that things go well for everyone,” Upadhyay shared.

    She added that Pee Safe launched a brand called Raho Safe in March, amidst the rising concern around personal hygiene in India and the consecutive increase in demand for hand sanitizers, multi-surface protectants and other products.

    Bhateja shared that The Man Company too has been focussing on hygiene products as well as its own category to serve and support everyone. “For us, the first two weeks of April were completely washed out in terms of business, but we somehow managed to bounce back by regulating the online business and gradually started coming back on track. The offline sale at the moment has taken a backseat, although unlock phase 1 has happened and malls have opened but there are no footfalls yet. We have launched our pro hygiene series where we are offering sanitizers, hand washes, body washes and alcohol wipes because these products are the need of the hour and we are trying our best to fulfill to as many customers as possible.”

    Sharing experiences from the hospital front, Dr Pandurangen said, “For the last one or two months, all the ICUs are running full, all the beds are taken up probably by the positive patients, because of which the hospitals are left to fend with no beds, which is not a situation that you see on a daily basis. It’s a rare thing to witness. We see a situation like this in peak season but today we are seeing that every day.  We get calls in the middle of the night saying that a person is is need of a ventilator and is going to succumb in a very short span of time and it takes a toll on a person, psychologically too.”

    He added that Apollo is trying to make makeshift beds as hospitals are running out. “We are looking at the railway coaches with ventilators. There was about Rs 1500 crore allocated for the ventilators, and we in the healthcare fraternity feel that still might be less. There might be a huge clamour for ventilators which will come up, probably one month down the line. And we are already facing a huge shortage as far as the beds are concerned. So, we are now starting to do home quarantine for people. Apollo has come up with a home quarantine kit, where it contains a thermometer, a pulse oximeter, masks and sanitizers. And we’ve given a booklet which is multilingual so that people can try to take care of themselves at home rather than coming to the hospital. So, it's a question coming out of syllabus for a common person as well as for healthcare professionals. Even in the healthcare sector we have to come up with new products almost every other day.” 

  • UrbanClap enters into a strategic partnership with The Man Company to redefine Grooming Services for Men

    UrbanClap enters into a strategic partnership with The Man Company to redefine Grooming Services for Men

    MUMBAI: UrbanClap, India’s leading beauty & home services marketplace, today announced a strategic partnership with The Man Company. This partnership comes on close heels of UrbanClap’s foray into men’s premium grooming services market as it becomes the first to offer these services at home.

    The men's grooming category is estimated to grow at a CAGR of 45% and is expected to reach Rs 35,000 crore by 2022 as per a Nielsen report[1]. Starting today, consumers in nine cities across India will be able to access Charcoal Face Cleanup and Facial services from the Charcoal series by The Man Company on the UrbanClap app. Designed exclusively for men, these services are being offered at an inaugural price of Rs 599 and Rs 1,199, respectively. Consumers can book these premium grooming services through the week between 7 am and 10 pm and experience them right in the comfort of their homes.

    Abhiraj Bhal, Co-founder, UrbanClap said “We launched men’s grooming services after having served more than 10 lac women with our flagship Salon at Home services. And, continuing with our focus on using genuine branded products to deliver great services, we have tied up with The Man company. This collaboration brings together the best in grooming products and the best in grooming services on one platform.”

    Bhisham Bhateja, Co-Founder and COO, The Man Company said, “The best grooming essentials from The Man Company are now matched with UrbanClap’s highly trained professionals, as we bring premium salon experience to men’s doorstep for the first time ever. Our goal is to bring a world-class personal care experience to men at a time and place of their convenience, enabling them to look and feel their very best.”

    UrbanClap’s premium men’s grooming services have been launched in nine major cities, including Delhi-NCR region, Mumbai, Bengaluru, Pune, Hyderabad, Chennai, Chandigarh, Kolkata, and Ahmedabad. Men in these cities can also select from a wide range of services including haircut and styling, shave or beard grooming, facials, pedicures, and hair color. Similar to the salon at home services for women, professionals for men’s grooming services too will bring everything with them from branded products and tools to disposable towels and sheets along with post-service clean up, so that consumers can relax and enjoy the service.

  • Times Prime partners with premium grooming essentials brand The Man Company to get you started on your Gentleman Journey

    Times Prime partners with premium grooming essentials brand The Man Company to get you started on your Gentleman Journey

    MUMBAI: India’s first comprehensive lifestyle membership, Times Prime has partnered with The Man Company, the country’s leading premium men's grooming brand to provide its subscribers exclusive benefits on handpicked, class-leading products that help them feel at their very best. Times Prime subscribers can now get access to 12 vouchers of flat 30% off on all products and additional 12 vouchers worth Rs. 500 each on a minimum cart value of Rs. 1129.

    At an introductory price of Rs. 999 only, Times Prime’s premium lifestyle membership now offers exclusive access to 7 premium memberships that include Swiggy Super, Gourmet Passport by Dineout worth Rs. 1499, Gaana+ by Gaana worth Rs. 399, exclusive access to TOI+ worth Rs. 1200 the ad-free online version of the world’s largest circulating newspaper, FreshClub subscription worth Rs. 399 and annual Urbanclap’s premium Beauty & Wellness and Homecare packages worth Rs. 3600. 

    Vivek Jain, Business Head – Times Prime said, “At Times Prime, we are determined to handpick the finest brands, providing premium benefits and experiences to our subscribers. As more men are taking higher interest in grooming and personal care, we are excited to partner with one of the country’s leading men's grooming brands, The Man Company. Through this partnership, our members get access to premium grooming essentials at incomparable prices.”

    “At The Man Company, we believe in helping the quintessential modern Indian man’s continuous evolution of becoming a better version of themselves with all round grooming through premium grooming essentials and knowledge for the soul. Our products truly give gentlemen of today the opportunity to look and feel their very best, while they take the world in their stride. We are confident Times Prime subscribers would love our products in their journey to a more fulfilling life.” Hitesh Dhingra, MD & Co-Founder, The Man Company said.

    Times Prime’s exclusive payment partnerships with HDFC Payzapp, HDFC Times Card & Times Points can be used to purchase the Times Prime membership at up to 50% discount. Customers can easily recover their membership fee within the first week and save up to Rs. 60,000 every year, making Times Prime the most comprehensive and cost-effective premium subscription service available in India.

  • 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."