The Emami-backed men’s grooming start-up, ‘The Man Company’, in its first brand campaign #GentlemanInYou has challenged the stereotypes associated with being a ‘gentleman’.
The digital campaign received success and engagement on social platforms and is a perfect testament to the prevailing stereotypes male chivalry in the society. It reveals a number of common but wrong notions associated with traits of a perfect gentleman.
The campaign started with a post on a 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 of 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 redefined the modern gentleman and has highlighted the flaws of our society with a simple approach.
This campaign has been ideated and conceptualised by digital agency Hashtag Orange. Saurabh Kapoor, CEO and Founder of Hashtag Orange, 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 said, "The modern-age man, as we perceive, is vulnerable and open to imperfections. We, as a brand, strongly believe 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."
Client: Emami’s ‘The Man Company’
Agency: Hashtag Orange
Creative Director: Rahul Rautela
Production House: beardmanfilms