Leading men’s grooming brand Beardo recently launched its new ad campaign featuring B-town celebrity Hrithik Roshan.
The vision behind the campaign is to inspire men to improve their sexuality and irresistibility by unleashing the beardo within.
In an interview with BestMediaInfo.com, Sujot Malhotra, CEO of Beardo, said: “The brainstorming and the creation of the campaign were carried out jointly by the brand’s internal team and the partners of the Qual agency. As a brand, we tried to change the narrative around Indian men. We believe there is enough to celebrate about manhood. “
Malhotra said Qual represents Hrithik in our relationship and contributes to the brand’s creative capabilities.
The 45-second film highlights the characteristics of a real Beardo – impeccable style, confident personality. Of course, Hrithik took up every desired quality as Don Beardo in his larger-than-life personality. The opening line of the campaign “Do you want to play God?” sets the tone for what men can expect when grooming themselves with beardo.
Conceiving Don Beardo’s character was a very personal journey for the brand. The brand envisioned him as the epitome of everything he stood for – alpha, intense, charismatic, polite, worthy, sexy, someone to look up to but in awe of his power, and he is always with it destined to kill (well, not literally!).
Malhotra said the company wants to take its narrative to the next level by making Hrithik its brand face.
“We wanted to find a better embodiment that Beardo represented. We wanted Hrithik to embody some of the qualities of a true beardo. The campaign is about celebrating the irresistibility of masculinity. “
Malhotra said Don Beardo will be Hrithik’s personality with us until we continue to support him as a partner for the brand.
“In the last few years a powerful campaign will take place behind the Beardo brand. We’re pretty much into every category that consumes masculinity and we plan to strengthen it in the future, ”Malhotra said.
From men’s grooming, the brand has expanded into fashion and lifestyle categories, hoping to build a master brand that will become a popular name for men.
The last quarter is dedicated to campaigns with Hrithik. Beardo has released two films to date, but several brand activations and events are planned for the final quarter of fiscal 20-21.
Beardo’s media spend this year will increase to the levels seen in fiscal year 19-20. It will be mostly digital, however; The brand has no plans to spend on traditional media in fiscal year 21-22.
“We are pretty optimistic about the coming year as we hope to add a few zeros to our 2019 numbers,” said Malhotra.
The brand will spend on content marketing and innovation. According to Malhotra, content marketing is the most important pillar for Beardo’s growth.
According to him, most of the brand’s business comes from their website, and the company will find ways to escalate it.