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Ayushmann Khurrana Redefines the Essence of Rakhi in The Man Company’s Campaign

MediaInfoline July 28, 2020

Ayushmann Khurrana and leading men’s grooming brand The Man Company are celebrating a new kind of Rakshabandhan, this year with their campaign #RakhiForSisters. The campaign that was kickstarted on social a week back, has just dropped a film which depicts a heartwarming  but new take on brother-sister as well as protector-protected relationships.

Ayushmann, the brand ambassador for The Man Company, as an actor, is well-known for shaking up societal conventions and portraying off-the-beaten-road roles. Speaking about the new film,

Incidentally, last year on the occasion of International Men’s Day, The Man Company had memorably sparked a debate on male gender stereotyping with its campaign ‘Bring out the #GentlemanInYou’. In the campaign’s iconic video, brand ambassador Ayushmann Khurrana spoke about the gender stereotypes associated with men and delivered a hard-hitting message on how the term ‘gentleman’ needs to evolve with time.

The Man Company has through its marketing and promotional campaigns been frequently sparking dialogue and conversations on what it means to be a gentleman in modern times. The brand’s Valentine’s Day campaign this year, #ForAllKindsOfLove, celebrated male body positivity. A previous year’s campaign questioned the stereotyping of ideal love; and pointed out that gender, age, socio-economic status, faith or religion: none of it matters when it comes to love.

“The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality. We at The Man Company take pride in contributing meaningfully to the broader conversations on evolving gender roles and the evolving understanding of positive masculinity,” says Hitesh Dhingra, Founder and CEO, The Man Company.

The #RakhiForSisters campaign has gone live on social media handles of The Man Company (Instagram, Twitter, Facebook).  The campaign has also been posted by Ayushmann across his social media handles( Instagram, Facebook)

Film credits:

Brand Director: Rumi Ambastha

Creative Director & Copywriter: Aritra Chaudhuri

Creative Team: Sumati Sharma, Rhishab Srivastava, Rahul Joshi, Nitin Kumar, Manish Kumar, Anushree Mishr, Heema Sabarwal

Production House: What Works

Producer: Imran Shamsi and Akshit Chobisa

Director: Amar Kaushik

Creative Director and Editor: Vibhav Ameta


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