To celebrate International Men's Day, which was on 19 November, He Deodorants rolled out a digital campaign. The campaign was led by a film (pledge anthem, above) conceptualised by Orchard Advertising, celebrating the '#BroCode'.
The film shows four friends in a college campus creating a song. Each of them narrates the extent they would go to, to save their 'bros' from getting into trouble. The film captures campus fun and extremes of the 'Bro Code'.
Besides the film, a site
was also created. Here, users were invited to use Facebook and create their own #BroCode videos. At the time of publishing this article,166 pledges had been received. The brand created a #BroCode chain with these videos, which were also displayed on the website.
WatConsult executed the digital execution of the campaign.
Harsh Agrawal, managing director, Emami, said, “It was He, the men’s grooming brand, which popularised the very idea of celebrating the International Men’s Day. It is really encouraging to note that what started as a thought three years ago, has become today a popular annual activity by He, generating heartening response from the brand’s TG. While the campaign in the first year voiced men’s plight about the need for the celebration of the Men’s Day, the next year, our campaign showed women championing the role of men in their life and advocating the celebration of Men’s Day. As a part of our next progression, on this third year, our concept has taken a step further where He urges men to celebrate their Bro Code in observance of this special day. Our idea was to initiate a conversation amongst men, recreate their brotherhood nostalgia and urge them to make this Bro Code a part of their everyday life. A digital campaign to this effect has been rolled out by the brand and we have already received quite a handsome response to this initiative.”
Rajiv Dingra, founder and CEO, WATConsult, said, “The brocode is a concept that all men can relate to. The quirky campaign has been well received by both customers as well as influencers across social media.”
(Amended at 11.50 hrs to reflect that WatConsult executed the digital execution of the campaign, while the lead film (pledge anthem) was conceptualised by Orchard Advertising. The error is regretted.)