ZEE5, has entered a partnership with Garnier & Wavemaker exclusively to stream – Garnier Men BroCast, India’s first celebrity podcast on male grooming, conceptualized in partnership with Schbang. The brand has roped in the Bollywood heartthrobs, John Abraham and Tiger Shroff, who can be seen in a tête-à-tête, touching upon various anecdotes from their lives to initiate conversations about normalizing grooming for the ‘modern Indian men’. Focusing on its young male audience, the platform is streaming the podcast with the aim of educating and entertaining the gender around grooming trends, tips, and hacks for Indian men.
As per reports, an average Indian man spends 42 mins every day grooming himself. With search around men’s skincare increasing by 400% over the last 5 years and 22% of male consumers (aged between 18-34) turning to social media influencers for grooming tips, Garnier along with Wavemaker wanted to dedicate its latest property, Garnier Men BroCast to change the perception around the idea of male grooming and address the stigma associated with grooming being a focus area only for women. Season 1 of the podcast is a 3-episode series with each episode lasting for 6-8 minutes, accessible to both AVOD and SVOD audiences on the platform. The series is live and streaming exclusively on ZEE5.
Commenting on this unique engagement, Zeenia Shroff, General Manager – Marketing (Garnier), L’Oréal India, said, “As India’s leading men’s skincare brand, Garnier Men is happy to launch ‘The Garnier Men BroCast’ to equip Men with life hacks, ‘Bro Tips’ about skincare, grooming, biking and so much more. It is the first-ever, celebrity-hosted, video podcast dedicated to men starring true Bollywood “Bros”, John Abraham and Tiger Shroff. Leveraging tech in beauty in collaboration with ZEE5’s reach, we are confident of reaching the right audience, to drive talkability and consumer love for Garnier Men.”
Avinash Pareek – Head L’Équipe L’Oréal Wavemaker, says “Garnier Men has been a pioneer in driving grooming conversation with Indian men. With Garnier Men BroCast the same accentuates, through riding on current pop culture with extremely engaging content. In partnership with ZEE5, we have been able to create an entire campaign around it with promotional elements leading to reach and buzz, giving BroCast stellar scale.”
Speaking on the Association, Gaurav Kanwal, Chief Revenue Officer – Digital & SMB, South Asia, Zee Entertainment Enterprises Limited, said, “Gone are the days when conversations around grooming had to be gender-specific. Care routines are no longer limited to women, and today’s man is cognizant of it. In fact, now they are more eager to explore grooming choices. We are glad to partner with Wavemaker to exclusively host the show, created by Garnier Men to lead conversations around this subject, along with lifestyle problems with their solutions. John and Tiger being the epitome of charm will be the best examples to immerse and inspire across this trend of men’s grooming.”