Taking a satirical approach, men’s grooming brand Beardo is prompting men to throw away their girlfriend’s shampoo in their latest Ad film featuring the king of wit, Vir Das. In the digital film, Das is seen mocking men who use women’s shampoos, saying that it is killing their hair, manhood and distant relatives.
Now while that might sound like an exaggeration, the ad- film humorously exposes the duality of male grooming in India, where, while masculinity is preached and practiced like the law of the land, the narrative completely shifts when it comes to men’s shampoos. As a disruptive force standing up for masculinity, and celebrating manhood in all its glory, Beardo is leading the charge to change this narrative using a comical approach, urging men to use #MardonWaalaShampoo which is designed for them – because they are MEN!
Given the scientific rationale that men’s scalps are different from women, given that they are thicker and oiler, Beardo identified and, brought to the market three power-packed shampoos designed for manly hair problems- namely Hair Growth Shampoo, Dandruff Control Shampoo and Hair Thickening Shampoo. Comically described by Das in the ad, these one of its kind shampoos are sulphate and paraben free, suitable for all hair types and tested by REAL BEARDOs.
Talking about taking the philosophy of #MardonWaaliBaat up a notch with this campaign, Sujot Malhotra, CEO, Beardo said, “Humour is the one form of advertising that lets you convey the most controversial of messages. We wanted to sensitize men that they have been using female oriented shampoos from years. While historically one of the biggest challenges for men has been that there aren’t enough products in the market that are specifically designed for them, more so in the shampoo segment, but as a brand, we exist to change that. As one of India’s leading male grooming brands, we want to ensure men have access to all the necessary tools to look and feel irresistibly manly. Naturally, Vir Das’s sarcastic and brutally honest approach, made him the perfect fit for the campaign. It’s great to see how our strong sentiment towards masculinity has fit harmoniously with Vir’s impeccable comic timing in the film. I am excited for everyone to see it.”
Adding to the above Vir Das said, “The campaign feels that it is personally made for me. If you follow me on social media, you will know how much I think about shampooing my hair. And it’s great to see that a brand like Beardo was listening. I only have one thing to say to all the men out there – if you continue to use feminine shampoos, you will not only feel like a fool, but also smell like a Phool. He further added, “I feel extremely passionate about using relatively cleaner products and one’s that are designed for me (A MAN). And Beardo shampoos are the perfect fit. I loved working on the Ad-film, it was completely up my alley. I feel the brand is doing something amazing here and I hope you all love the finished product as much as we loved making it (you see what I did there).”