HE Deodorant speaks gentleman’s word with Hrithik Roshan and Vir Das

To champion the idea, HE, the popular deodorant brand from the house of Emami Ltd, has come up with a new variant, ‘HE Respect.’

Deodorant brands in general promote the concept of chic magnet attraction. In a strong deviation to the same, HE Deodorant has positioned itself differently from the very beginning with “Be Interesting” being its core brand value.

Projecting the face of the modern metrosexual confident man, HE Deodorants, has always been a brand that instigates meaningful social conversations. Taking this brand value to the next level, HE Deodorant, for its new variant HE Respect, has launched a 3 - phased digital campaign against such objectification of women for commercial purpose.

The new “Respect” campaign was designed around the central thought - Real men Respect Women. As a part of the 1st Video, a digital video film featuring popular stand–up comedian and actor Vir Das takes a dig at the objectification of women in advertising to sell products by showing men in various promotional situations which normally use women and underlining   how the men felt uncomfortable in those situations. https://www.youtube.com/watch?v=sD_NeCRV9MQ

This teaser phase is supported by activation where couples of thousand men have been sent RESPECT T-shirts through the brand’s online partner ‘Wear your Opinion’, asked to wear them and click selfie and post it on Facebook/HEBeInteresting and tweet @ #HeRespect, if they believed in the RESPECT philosophy.

Setting up the context, the film will eventually lead to the 2nd Video of HE RESPECT to showcase its main campaign starring Hrithik Roshan where the brand ambassador speaks out against the disrespect shown towards women generally in the surrounding social milieu and urges young men to wear the Scent of Respect and be the Real Men Who Respect Women. https://www.youtube.com/watch?v=2v-FiYigxxk.

In the 3rd Video, the HE Respect Manifesto Video will be rolled out to uphold the brand essence.

Rajiv Dingra, Founder & CEO, WATConsult, the brand’s digital agency said, “In today’s times, brands sometimes know no bounds when it comes to promoting a certain product. We objectify women in a heartbeat if it gets us the sales we want. That being said, I am very proud of the route HE Deodorants is taking to promote their new fragrance ‘Respect’. Showing the men what they might face when the tables turn is something completely unprecedented. The response the brand has received so far has been overwhelming.”

“We at Emami believe that there is a need to nurture a positive role model among men, who are able to accord due respect to women. HE RESPECT seeks to honour and bring into light such men who believe in honouring women. The main thought of the campaign was that, Real Men, Respect Women. Also as a brand HE believes that every human being has an interesting side to him and he should strive to live the interesting life” said Harsha V. Agarwal, Director, Emami Limited, on the occasion of this announcement.