Hunter launches Men’s Day campaign celebrating unspoken camaraderie

Hunter, the flagship strong beer from SOM Group, has launched a campaign for International Men’s Day 2025 titled ‘Men Don’t Need Words - They Just Get It.’ The concept reflects the idea that men often communicate without lengthy explanations, using a nod, a glance, a half sentence, or silence to convey meaning. The campaign showcases this unspoken brotherhood, quiet understanding, and effortless camaraderie among men.

The digital-focused initiative highlights how plans, emotions, encouragement, and mischief between men often need no words. As part of the campaign, Hunter has introduced a nationwide contest encouraging consumers to share their funniest real-life ‘Chal Peene Chalte Hai’ moments with friends. Participants can comment on Hunter’s social pages with anecdotes of moments where they and their friends understood each other instantly. The three funniest entries will win exclusive Hunter merchandise. The campaign will be amplified through humorous reels, short videos, static posts, and user-generated content.

Lily Bagga, chief marketing officer, SOM Distilleries & Breweries Ltd., said, "When we designed this activity, we wanted to highlight the simple yet meaningful ways men connect without speaking. The contest revolves around the iconic ‘Chal Peene Chalte Hai,’ a line men use to navigate challenges or celebrate wins. It captures how men deal with life through shared laughs, simple solutions, and unspoken bonds. International Men’s Day matters because it recognises these friendships and support, and through this campaign, we’re inviting everyone to join the celebration."

By marking International Men’s Day with this insight-driven, behaviour-led campaign, Hunter emphasises its connection to the real fabric of male friendships—simple, honest, and effortlessly connected. Conceptualised and executed by Lyxel & Flamingo, the campaign reinforces Hunter’s position as the beverage of brotherhood, celebrating moments that are felt more than spoken.