Premium men’s wear brand DaMENSCH on International Men’s day, 19 November launched a new campaign #TheMostComfortableMan. The campaign was centred on men who feel comfortable with their own skin.
In society, men are always seen as macho men, brave ones, who don’t cry, a leader, saviour, etc. What misses all in this is, that the man is comfortable with his own skin.
DaMENSCH’s campaign aims to highlight a man’s “unfiltered comfortable self,” “a strong yet comfortably vulnerable man,” and “a man who doesn’t let uncomfortable circumstances deter him from achieving his goals.” This campaign is a tribute to all COMFORTABLE MEN.
DaMENSCH launches the campaign with an enthralling poster series and videos featuring men who have overcome self-consciousness, fears, and societal cliches by accepting themselves for who they are and dreaming big. 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 represented the brand’s campaign “TheComfortableMen”.The brand has shared their inspirational stories on its official Instagram account and Blog too.
DaMENSCH is delving deep into redefining the concept of comfort, moving away from the age-old misconception that staying in your comfort zone, pretending to be strong, and not expressing yourself widely do not equal growth. The brand is attempting to represent different situations where men experience discomfort by transforming their product experience of unparalleled comfort into an emotional one of being comfortable with who you are. DaMENSCH is on a journey to make man-kind comfortable, from open, real conversations about relationships – married, live-in, open, same-sex – to simply flaunting your body no matter what society thinks of it, to bridging the macho divide between stoic father-son relationships.
Along with this, DaMENSCH is launching a brand new platform called ‘WeDaMEN,’ which the company claims was created to make mankind more comfortable to accomplish more in life. A place where men can inspire and encourage one another without judgement or constant success pressure. The new way to thrive in life is to stay in your comfort zone. The community will have its own page on the DaMENSCH website, where it will continue to feature truly inspiring stories of men who ALWAYS STAY REAL. The brand is also using the hashtag #WeDaMEN through which they explain “#WeDaMEN is a community of men who refuse to play by the rules of the rat race, are comfortable in their masculinity, and lift each other up and support other men.”
Commenting on the concept behind putting this campaign together, Deepti Karthik, VP – Marketing at DaMENSCH said – “Whatever we do as a brand is to make the life of men easier. And every time we try to zone into our target audience and define this target audience, The Man — we all have different versions of him in our mind. Our insights varied from creator to artist, from he to they, from fitness enthusiast to environmentalist. And hence this International Men’s Day, we tried to describe everyone’s understanding of The Man, but failed because it is so difficult to bucket in so many definitions of him in one. We failed to define The Man because the modern man is not one thing, he is fluid in his aspirations, ambitions, thoughts, and opinions. The modern man doesn’t fall into any description, he is out of the box. And we celebrate this truth about the modern man through this campaign.”
