DaMENSCH reveals intheir latest International Men’s Day Campaign
There have been endless dialogue around ‘strong men, macho men’ – the one who can win a fight, the ultimate savior, a practical leader, the classic lover. What misses the eye is “Are men comfortable in their own skin?”
This International Men’s Day, premium menswear brand – DaMENSCH has launched its new campaign to own the idea of – #TheMostComfotableMan. With this campaign, DaMENSCH aims to showcase the “unfiltered comfortable self” of a man, “a strong yet comfortably vulnerable man”, “a man that doesn’t let uncomfortable circumstances deter him from achieving his goals”. This campaign is an ode to every COMFORTABLE MAN.
DaMENSCH kickstarts the campaign with a captivating poster series and videos featuring men who have fought their inhibitions, fears, and societal cliches by embracing themselves for who they are and confidently dreaming big. DaMENSCH spotlights Shantanu Gosavi, a vitiligo model; Suresh Ramdas, Mr. Gay India 2019; Thasveer Muhammed, a handicapped travel influencer, Kavan Kuttappa– a courageous entrepreneur who made passion his profession, and the well-known actor Vikrant Massey – who moves away from the industry’s cliched idea of a hero. These men are a select representation of “TheMostComfortableMen” and an inspiration for each of us.
DaMENSCH is deep diving into redefining the idea of being comfortable, moving away from the age-old preconceived notion that staying within your comfort zone does not equal growth. By turning their product experience of unparalleled comfort into an emotional one of being comfortable in who you are, the brand is seeking to represent different situations where men find discomfort. From open, real conversations on relationships – married, live in, open, same-sex to simply flaunting your body and no matter what society thinks of it, to bridging the ‘macho’ divide between stoic father-son relationships – DaMENSCH is on a journey to make man-kind comfortable.
Along with this, DaMENSCH is also opening up a whole new platform called ‘WeDaMEN’ – a space the brand claims has been launched with the mission of making mankind more comfortable to do more in life. A space where men can inspire each other and support one another without judgments or constant pressure of success. Staying in your comfort zone is the new way to thrive in life. The community will have a dedicated page on DaMENSCH website and will continue to feature truly inspiring stories of men, who ALWAYS STAY REAL.
Commenting on the concept behind putting this campaign together, Deepti Karthik, Senior Vice President, Marketing, DaMENSCH, said, “When we did a brand dipstick on the one word associated with DaMENSCH we heard “comfort” over and over again..Now this was a product experience but do we own this as a brand? To turn our product experience into brand experience we decided we should own “comfortable”. And thus began our research – What makes a man uncomfortable? The insights that came off were amusing, intriguing, and more. Men said they are uncomfortable when. So we set out to take each one of these occasions and turn men comfortable in them.
We launched a video on Valentine’s day to talk about all kinds of relationships – married, live-in, open, and same-sex. We launched a video on Holi to talk about the many colours and skin of a man – dark, light, with acne, and vitiligo. We launched a video on Dance day to just say men of all sizes can dance, dance doesn’t have a gender or size, and dancing doesn’t make you effeminate. We launched a video on fathers day saying give father a chance , he is the guy who made you most comfortable once. And this Men’s Day we take it one step further. We are trying to define the most comfortable man”
DaMENSCH is constantly in pursuit of innovating men’s essential wear. In the pursuit of a world, where everyone’s potential is unlocked to do more, every single day. Started in 2018, DaMENSCH is a D2C brand that caters to the men’s premium essential wear fashion segment in India. DaMENSCH envisions to become a lifestyle brand that will become an integral part of every global Indian’s wardrobe. Every product designed by DaMENSCH Product lab, from innerwear to loungewear is infused with innovation never seen before.
The brand is driven by a purpose to make the world a better place, by doing more every day, for the customers and nature. DaMENSCH is committed to earth-friendly and slow fashion, as reflected in its packaging made of corn and paper that’s 100% biodegradable.