DaMENSCH raises the question "Are Men Comfortable In Their Own Skin?"
The age of social media and the constant need for creativity has pushed brands into talking about newer topics and bringing to light alternative perspectives that were much needed at the hour.
Catering to this, the traditional idea of men having to be physically strong and emotionally together has been altered through the years. The idea of ‘Men don’t cry’ was brought down allowing men to be free with their emotions and be able to convey them with ease.
Along similar lines, another powerful campaign launched by DaMENSCH has come to the attention of the viewers where the brand speaks of men being comfortable with the way they look.
#TheMostComfortableMen campaign run on YouTube and Instagram speaks of showcasing men just the way they are, “Unfiltered Comfortable Self” instead of having to confide themselves in the boxes of stereotypes.
Speaking of the idea behind this campaign, Deepti Karthik, Senior Vice President, of Marketing, at DaMENSCH, said, “When we did a brand dipstick on the one word associated with DaMENSCH we heard “comfort” over and over again..Now this was a product experience but do we own this as a brand? To turn our product experience into brand experience we decided we should own “comfortable”. And thus began our research – What makes a man uncomfortable? The insights that came off were amusing, intriguing, and more. Men said they are uncomfortable when. So we set out to take each one of these occasions and turn men comfortable in them.
“We launched a video on Valentine’s day to talk about all kinds of relationships – married, live-in, open, and same-sex. We launched a video on Holi to talk about the many colours and skin of a man – dark, light, with acne, and vitiligo. We launched a video on Dance day to just say men of all sizes can dance, dance doesn’t have a gender or size, and dancing doesn’t make you effeminate.
“We launched a video on fathers day saying give father a chance , he is the guy who made you most comfortable once. And this Men’s Day we take it one step further. We are trying to define the most comfortable man,” Karthik added.
The brand raises the most vital question of “Are Men Comfortable In Their Own Skin?” and adds points such as “a man that doesn’t let uncomfortable circumstances deter him from achieving his goals” and “a strong yet comfortably vulnerable man” are the terms to describe a man.
The brand instantly creates a better connection with the audience through this initiative and to take it a step further, the brand has opened up a whole new platform under the name ‘WeDaMen’ to gather men in a safer and more comfortable space.