India, June 17, 2023: Dove Men+Care, the globally loved men’s grooming brand, has made its debut in India, with a campaign showcasing a powerful message of transformative care for men. Additionally, celebrating the occasion of Father’s Day, the brand has released an engaging film that defies social stereotypes of masculinity with inspiring examples that redefine what it means to be a dad in the world today. By embracing care as its core principle, Dove Men+Care seeks to encourage young men in the country to embrace their emotional side and evolve beyond traditional definitions of masculinity.
In the campaign film, Dove Men+Care paints a beautiful antithesis of societal expectations of gender norms against multiple instances capturing the essence of care, support and playfulness. As opposed to using shoulders to lift weights, the film features a father using his strong arms to support his child in a swimming pool – beautifully capturing a heart-warming moment. The viewer is taken on a journey through similar touching scenes where the term kick-starting is used metaphorically to illustrate the father helping his son ace his first tricycle ride and getting one’s hands dirty referenced to indulging in a head massage and painting together.
The video concludes with a father dropping his daughter home to safety before getting back to work late at night – underlining the multifaceted nature of new-age fathers, creating meaningful experiences, and recognizing their unwavering devotion. The depiction serves as a testament to the evolving role of fathers – celebrating their nurturing spirit and the profound impact they have on their child’s well-being. The end slate features Dove Men+Care thanking fathers for being #ManEnoughToCare with the final scene capturing a moving instance – a father and son standing side by side, displaying striking similarities. This end scene highlights the invaluable role dad’s play in nurturing their kids and making them compassionate, caring individuals of tomorrow.
Talking about the brand’s first campaign, Harman Dhillon – Vice President – Skin Care, Colour Cosmetics and Dove Masterbrand opined, “At Dove Men+Care, we believe that care is a symbol of power rather than being perceived as vulnerability. We are dedicated to addressing the unique needs of modern Indian men, motivating them to prioritize self-care and express care fearlessly. Our first product launch, the 2-in-1 Shampoo+Conditioner, marks the beginning of this transformative journey. Through our Father’s Day campaign, we remain steadfast in eliminating rigid gender barriers, fostering meaningful dialogues around self-care and empowering men to embrace care as an indispensable aspect of their personal journey.”
Zenobia Pithawalla – Senior Executive Creative Director & Mihir Chanchani – Executive Creative Director, Ogilvy added “Society expects men to behave in a certain way. Phrases used in everyday parlance like ‘Be a man’, ‘Boys don’t cry’ stand witness to society’s expectations of a man.
Dove Men+Care showcases men who have challenged stereotypes and are unafraid to show their softer side. For our Father’s Day campaign, we have cast real fathers with their kids. We shot their candid interactions and as the softer, caring side unfolds, no holds barred – delivering what the brand stands for: Man Enough To Care.”
Join Dove Men+Care in celebrating care for men and adopting a more inclusive world.
Watch the uplifting brand film here: https://youtu.be/qfe4sSYNoYs
