“I've never been happier about losing a bet”, says Aditya Roy Kapur
Beardo, a leading male grooming and lifestyle brand from the house of Marico Limited, one of India’s top FMCG companies, has unveiled the newest BEARDO on the block in its latest campaign. It is none other than Aditya Roy Kapur, the charismatic Bollywood heartthrob. Unofficially the country’s national crush, now dons a completely new persona and is ready to take the next leap by officially being a Beardo!
Beardo orchestrated a distinctive pre-launch marketing campaign featuring Aditya Roy Kapur on an unbranded out-of-home (OOH) display at Juhu Beach. The display presented two contrasting images of Aditya: one clean-shaven and the other with a beard. This billboard encouraged people to vote for their preferred look using a QR code that redirected them to a polling website. With no context provided, the website playfully hinted at a bet, leaving viewers curious about the origin and purpose of this intriguing challenge.
Beardo seeded information about the campaign through meme pages, fan pages, influencers, and various digital platforms. The campaign generated significant interest and organic curiosity, contributing to its raving success. A few days into the activation, amidst the growing anticipation, Aditya finally unveiled the poll results on his social media story - showcasing his fans preferring his bearded look as the clear winner, with the caption, "@beardo.official, you win! Let's chat." A day later, Aditya and Beardo jointly released a captivating launch video on Instagram, marking the end of this innovative marketing initiative.
This campaign effectively harnessed curiosity, social media engagement, and influencer marketing to achieve it’s objective of reinforcing the bearded look of Aditya Roy Kapur as the consumer preferred persona and Beardos’ reason for signing him on as an ambassador.
Ever since its inception, Beardo prides itself on being a brand that partners men of a certain persona – bold, passionate achievers, those not afraid of going the extra mile to get what they desire. The recent persona that Aditya has been donning, especially in series like The Night Manager are in a good sync with the personality the brand resonates with, making him a great choice for the brand.
The new Beardo campaign underscores Aditya Roy Kapur’s uber masculine fragrance charm with the ultimate sophistication of their award-winning fragrances. The brand promises an entirely new gangsta’ personality of Aditya Roy Kapur.
Talking about the collaboration, Aditya Roy Kapur said, “I'm thrilled to be associated with BEARDO - this brand is something I relate to, on a personal level. My beard, my style and the attitude I have today, are what makes me, me. Especially their line of tasteful fragrances, that perfectly capture the importance of individuality and style. I can't wait for you guys to see what we’ve created together. This avatar is definitely me as my most BEARDO self, the perfect expression of who I am today. That’s why this collaboration is so special- it feels very authentic to me.”
Sujot Malhotra, CEO of Beardo, describes the new campaign, “Beardo is a personality driven brand that is aspirational and classy. We are thrilled to have Aditya Roy Kapur as a face of our brand & believe this is a win-win partnership with Beardo and Aditya both complementing each other. We really like the new rugged, raw & real persona that Aditya has been embodying lately & we believe he is a great ambassador to millions of men out there on the journey of finding the OG Beardo within.”
Additional Links
The film is live on Beardo’s Instagram
Link of the polling website - https://dt7vezt041k.typeform.com/itsforabet
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