Emami's 'He' deodorant gives a twist to Men's Day celebrations

Conceptualised by Leo Burnett, the campaign for 'He', Emami's deodorant for men, starts a movement for International Men's Day

BestMediaInfo Bureau | Mumbai | November 19, 2015

Click on the image to watch the TVC.

After a successful launch last year which initiated the need for Men's Day celebrations in India, this year the brand is back with a new twist. The digital campaign which goes live today reinforces the brand's message that men deserve love and respect, through a catchy jingle 'Men's Day Pe Teri Chhutti'.

The unique narrative turns the spotlight on women who express their appreciation for men. They heartily allow men a day of 'chhutti' on their special day for all the sweat they put in for the rest of the year to please the women in their lives.

Commenting on the launch of the campaign, Harsh Agarwal, Director, Emami, said, “Our effort is to do new things always. In a category where all other brands are talking  about attracting  the  opposite  sex,  we  believe  there  is  a  need  for  a different conversation. So last year we decided to stand up for men by initiating the men's day celebration. The platform found a lot of traction and this year we are taking it forward.  Celebrating Men's Day gives us an opportunity to engage with our consumers in an innovative and effective manner."

RajDeepak Das

RajDeepak Das, Chief Creative Officer, Leo Burnett, commented on the creative thought, “After having initiated Men's Day celebration with our #ShowMenSomeLove campaign last year, we wanted to take the narrative to another level and help create a movement in the country around Men's Day. This year we have put a twist where women have joined in to express their solidarity with the men in their lives through a catchy, quirky song.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credit List:

Brand: He Deodorant

Agency: Leo Burnett

CCO: RajDeepak Das

ECDs: Prajato Guha, Sachin Kamble

Creative Team: Aalap Desai, Indrajeet Kadam, Sambhav Khandelwal, Pratik Khara, Manas Keer

Account Management Team: Oindrila Roy, Ravi Adhikari, Deepika Das, Aadil Malkani

Planning Team: Ajeeta Bharadwaj, Niharika Talwar

Director: Surjo Deb

Producer: Sonu Bhandari, Saikat Chakraborty

Lyrics: Amitabh Bhattacharya

Music: Bobo Amartya Rahut

Production House: Ubik Films

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