#Brocode for HE Deodorants on this International Men’s Day by WATConsult
WATConsult, India’s leading and most awarded digital and social media agency, which is now part of the Dentsu Aegis Network, conducted a digital activity for HE Deodorants on the occasion of International Men’s Day this year.
HE Deodorants, the popular contemporary deodorant brand from the house of Emami Ltd, has been celebrating International Men’s Day since last two years. This year they wanted to celebrate it with a twist, thus they aimed to get men to tell the world what makes their best friend a ‘BRO’.
For the same, WATConsult ideated a campaign which emphasized on the typical situations that only two BRO’s share. A pledge anthem was created, wherein every individual was shown pledging their #brocode and sharing on social media as to why they think their Bro is the BEST!
WATConsult created a microsite – www.hebrocode.com, wherein all the videos were uploaded. On visiting the microsite, the users got a chance to watch the pledge anthem and thereby, share their allegiance to the #HEBrocode as well. This was a one of its kind Facebook led activation campaign, wherein users could also share their pledged videos on Facebook and invite their friends to join their Brocode. The users then created a chain of their #HEBrocode with his friends.
WATConsult and HE Deodorants have created a #Brocode chain with these numerous videos. These videos were also displayed on the website as a continuous video. The campaign saw participation from celebrity Influencers like Rannvijay Singh Singha, Karan Kundra, Prince Narula and Varun Sood. They were seen uploading their #brocode messages across social media thereby giving the virality effect to the campaign.
The digital videos made live online have been conceived and developed by Orchard Advertising Pvt. Ltd. of the Leo Burnett Group.
Harsh Agrawal, Managing Director, Emami Pvt. Ltd, said about their latest campaign “It was HE, the men’s grooming brand, which popularized the very idea of celebrating the International Men’s Day. It is really encouraging to note that what started as a thought 3 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 3rd 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 & CEO, WATConsult, the brand’s digital agency said “The brocode is a concept that all men can related to. The quirky campaign has been well received by both customers as well as influencers across social media.”
WATConsult, which is currently in its 10th year, is now a part of Dentsu Aegis Network and is headquartered in Mumbai with branch offices in Delhi and Bangalore. It has received more than 100 awards and recognitions in the field of digital marketing. These include the prestigious global DMA echo in San Diego, ‘The most progressive digital agency award’ at CMO ASIA Singapore, ‘The social media agency of the year 2014’ at Socialathon Delhi, ‘Boutique Media Agency of the year’ at Media Ace Awards, Mumbai, the Campaign Agency of the year India (Bronze) at the Campaign Asia Awards and the Digital Agency of the year at DOD awards 2016.