Title | STATUE GROOMING |
Brand | WILD STONE |
Product / Service | WILD STONE MEN'S GROOMING RANGE |
Category | E02. Ambient Outdoor |
Entrant | McCANN INDIA Mumbai, INDIA |
Idea Creation | McCANN INDIA Mumbai, INDIA |
Media Placement | McCANN INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Prasoon Joshi | McCann Worldgroup India | Creative Leadership |
Ashish Chakravarty | McCann Worldgroup India | Creative Leadership |
Kapil Batra | McCann Worldgroup India | Creative Leadership |
Abhishek Chaswal | McCann Worldgroup India | Creative Leadership, Copywriter |
Abhinandan Dey | McCann Worldgroup India | Art Director |
Pavitra Sharma | McCann Worldgroup India | Art Director |
Rajat Gulati | McCann Worldgroup India | Account Management |
Jeet Kalra | Mccann Worldgroup India | Agency Producer |
Satish Kataria | McCann Worldgroup India | Editor |
Ajay Pathak | Collective Art Pvt Ltd | Production |
Amrita Vohra | McCann Worldgroup India | Client Servicing |
The men’s grooming category in India comes alive during the festive and wedding season, when most brands use film stars and sportsmen to advertise. Wild Stone, a relatively new brand entering this sea of sameness, needed to look beyond usual male celebrities to break clutter. India loves its National Heroes. There are an estimated 503760 statues of Mahatma Gandhi in India. You can find over 47,40,000 videos about Martyr Bhagat Singh on YouTube. Dr. Ambedkar, who wrote our constitution, has 13 universities named after him. There are a lot of great Indian men who continue to inspire us even years after they have gone. They are in our textbooks, our films, in our literature, our fashion, and in our hearts. And while these great men are not here with us, their many statues can be found all across the country, though often in a neglected state.
When most men's grooming brands use film stars and sportsmen to advertise during the festive and wedding season, Wild Stone, a relatively new Indian brand entering this sea of sameness, saw beyond usual male celebrities and chose to groom the neglected statues of India's most loved and respected national heroes to break clutter. The brand's outlier step of choosing to feature India's National Heroes instead of usual male celebrities in its communication, and using their statues as a medium are the two most innovative elements of this work.