Beardo, a male grooming and lifestyle brand owned by Marico, has introduced its latest addition to the family: none other than Aditya Roy Kapur.
Beardo’s pre-launch campaign featured the Bollywood actor on an out-of-home (OOH) display at Juhu Beach. The vivid billboard presented two contrasting and distinctive images of Aditya: one clean-shaven and one with a beard. It encouraged people to vote for their preferred look using a QR quote that redirected them to a polling website. The best part? The billboard was unbranded with no context. This piqued viewer curiosity like nothing else, making them speculate about the origin and purpose of this intriguing voting challenge.
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Beardo carefully spread information about the campaign through influencers, fan pages, meme pages and various other digital platforms. Thus, the campaign generated organic interest and curiosity, contributing to its spectacular success. Finally, amid the rising anticipation, Aditya finally displayed the poll results on his social media story – acknowledging that the majority of his fans preferred his bearded look with the caption, “@beardo.official, you win! Let’s chat.”
The next day, Aditya and Beardo released a compelling and glamorous launch video, ending their marketing campaign and formally introducing Aditya as the latest associate of Beardo.
Sujot Malhotra, CEO of Beardo, said: “Beardo is a personality driven brand that is aspirational and classy. We are thrilled to have Aditya Roy Kapur as a face of our brand & believe this is a win-win partnership with Beardo and Aditya both complementing each other. We really like the new rugged, raw & real persona that Aditya has been embodying lately & we believe he is a great ambassador to millions of men out there on the journey of finding the OG Beardo within.”
Aditya Roy Kapur also spoke of the campaign, “I’m thrilled to be associated with BEARDO – this brand is something I relate to, on a personal level. My beard, my style and the attitude I have today, are what makes me, me. Especially their line of tasteful fragrances, that perfectly capture the importance of individuality and style. I can’t wait for you guys to see what we’ve created together. This avatar is definitely me as my most BEARDO self, the perfect expression of who I am today. That’s why this collaboration is so special- it feels very authentic to me.”
Beardo and Aditya Roy Kapur’s campaign was a raving success. It effectively harnessed curiosity as well as careful social media marketing to achieve its objective of reinforcing Aditya’s iconic bearded look and introducing him as the newest ambassador off Beardo.
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