HE deodorant has launched a campaign that positions a new variant as for the man who respect women.
Created by Orchard Advertising, a teaser ad for HE Respect features Bollywood actor Vir Das in the role of a woman objectified in advertising.
The teaser phase was supported by an activation where men were sent Respect T-shirts and asked to take selfies while wearing them, and post them on the brand’s Facebook page.
Another ad featuring heartthrob Hrithik Roshan asserts the idea that real men respect women.
Harsha V Agarwal, director at Emami Ltd, the company behind He deodorant, said in a press release: “We believe that there is a need to nurture a positive role model among men, who are able to accord respect to women. HE Respect seeks to honour and bring into light such men who believe in honouring women.”
Client: Emami Group
Brand: HE Respect
Brand Team: Anoop Agarwal, Shaila Binaykia Bothra, Rahul Goyal, Anirban Chakraborty,
Agency: Orchard Advertising
CCO: RajDeepak Das
ECD: Hemant Kumar
Creative Team: Gunjan Poddar, Nitin Menon, Amol Mestry, Shridhar Jagannathan, Ajit
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)