Its latest innovative campaign, conceptualised by Orchard Advertising, urges not to objectify women to sell a product
BestMediaInfo Bureau | Mumbai | May 19, 2016
Advertising today often shows women as an object of desire and the deodorant category in particular has seen many such stereotypes.
Taking a dig at this, Emami’s HE deodorants along with Orchard advertising conceptualised a strategic communication to champion the cause of “respect women” in all walks of life.
The first campaign, which is a teaser featuring Vir Das, outlines how women are made uncomfortable through different gestures on a daily basis. The film opens with Das sitting on a swing with a mango trying to get the seduction factor. The director cuts the scene, telling him to bring in seduction. The scene then switches to a simulcast of a bike ad where Das compares how lifting a leg gets more sales of the bike, or in another scenario how bathing with rose soap gives a better skin, to finally Das being at a beach holding an ice-cream bar saying, this should get me sales.
After coming back to the mango studio, Das says, ‘Enough is enough. You don’t have to objectify women to sell a product. It’s refreshing for a brand like HE to see do the opposite.’ The teaser ends with its tag line ‘HE Respect, for real men who respect women.’
The actual film features their brand ambassador Hrithik Roshan as he questions who is a real man? Eight packs body builder or someone who has a nitro cylinder in his car or a man who has a big moustache or a man with a big dog? He passes all these men as he walks into a café to see a group of boys taking a picture of a girl sitting on another table. That’s when Hrithik asks again who is a real man as the girl sitting on the table answers, ‘Asli men woh he, who respects women,’ (a real man is one who respects women). The campaign ends urging young men to wear the scent of respect and be the real men.
The campaign further distributed thousands of men ‘Respect’ tee shirts with a small note to respect women. The campaign was also trending on Twitter over the weekend.
The third part of the video is yet to be released. The digital videos have been conceived and developed by Orchard Advertising Pvt Ltd of the Leo Burnett Group. The digital execution and amplifications for HE Respect is being handled by the digital agency WAT Consult.
Speaking about the campaign, Raj Deepak Das, Chief Creative Office, The Leo Group, said, “HE Respect has been a passion project for us from the very beginning. We were clear that an important message needs adequate firepower and support to make a real difference. And we had fantastic partners in the HE brand team who believed in us to develop an entirely new product and a powerful campaign that takes on well-established industry practices head on.”
“We at Emami believe that there is a need to nurture a positive role model among men, who are able to accord due respect to women. HE RESPECT seeks to honour and bring into light such men who believe in honouring women. The main thought of the campaign was that, Real Men, Respect Women,” said Harsha Agarwal, Director, Emami Limited.
Sharmine Panthaky, VP and Branch Head, Mumbai, Orchard Advertising, said, “With HE Deodorants as a brand we have been clear that there is no merit in falling prey to any of the usual tactics brands and categories employ to sell more stock. We would rather stand up for women across the world to give them due respect. We are sure our effort to buck the trend will find support, and we will emerge as the first brand to have taken such a strong stand for women.”
Client: Emami Group
Brand: HE Respect
Agency: Orchard Advertising
CCO: RajDeepak Das
ECD: Hemant Kumar
Brand team: Anoop Agarwal, Shaila Binaykia Bothra, Rahul Goyal, Anirban Chakraborty, Meenakshi Samantaray
Creative team: Gunjan Poddar, Nitin Menon, Amol Mestry, Shridhar Jagannathan, Ajit Wairkar
Account management: Sharmine Panthaky, Ravi Adhikari, Aadil Malkani, Arpita Chakraborty
Planning: Ajeeta Bharadwaj, Niharika Talwar Production House: UBIK Director: Surjo Deb Music: Nariman Khambata and Rahul Pais (Jamroom)