If you’ve heard of DaMENSCH, you know
DaMENSCH is a men’s premium essential wear brand catering to the global Indian male with high-on-innovation and comfort inners to outers. From odour-cancelling men’s trunks to body-cooling vests and Polos, there’s a comfortable, conscious and confident wardrobe for every man from DaMENSCH.
Campaign Summary: What #TrueShades was about
The season of Holi brings about a lot of conversation around celebrating colour.
In the fashion segment, majority of conversation revolves directly around product colours and pushing seasonal purchase.
However, DaMENSCH being a brand built on the ethos of making men feel more comfortable in themselves, chose to talk around the idea of being comfortable in your skin. Because man has multiple shades. And when they’re comfortable in their true shades, they’re comfortable in themselves. Be it a shade that’s dark skinned, or with vitiligo, or simply acne-prone. Thus, DaMENSCH built a conversation around celebrating the #TrueShades of every man. Because that’s forever and never fades.
Why #TrueShades
The objective of the campaign was to raise awareness on men’s body and skin issues with the message of being comfortable in your own #TrueShades
How was #TrueShades conceptualised
DaMENSCH believes that man does his best when he’s most comfortable in himself. Thus when it came to developing communication for the season/festival of colours, it was imperative to talk around the idea of how many men are not comfortable in their own skin.
DaMENSCH creates fashion that lasts long – meaning the colours on every fabric hate to fade. Just the shades of men. Be it their skin colour, their personality, attitude or character – #TrueShades of men don’t ever fade. Hence, the idea was to communicate that when you get comfortable in your #TrueShades, you deliver more than your best. To show this – DaMENSCH collaborated with four influencers – Sriram, an 18 year old dark skinned stereotype breaking self-portrait fashion influencer, Shivaji, a vitiligo activist and awareness raiser, Karan, world’s first fully modified athlete and tattoographer, Clifr, a genre-breaking music producer overcoming issues with his appearance. The result was a moving, inspiring and motivational story of each of these people.
How was #TrueShades executed
To reach out to different audience segments, the campaign worked closely with the right type of influencers from different age groups and used all social media platforms – Instagram, Facebook, Twitter, LinkedIn and YouTube
From Sriram who’s a content creator on Instagram with 70k + followers at the age of 18, to Shivaji and Karan with more 1M followers combined catering a slightly mature audience, the #TrueShades campaign was able to speak the message to a varied set of audiences. The campaign was launched with a main hero film in 16:9 format including all the influencers together, followed by individual stories which were taken live as Youtube Shorts and Instagram Reels and Stories.
Results
By tapping into different formats for telling the story right, the campaign across channels collectively garnered more than 5.8 Mn impressions and 4.2 Mn reach.
The sentiments that aroused from the campaign indicate the importance of having these conversations on social media.
1. I am aware this is a marketing thing but this is beautiful, at least people will be aware and more open about people like us. #vitiligoindia #vitiligo
2. This was so beautiful. I had tears…too good
3. Love the caption and concept. It’s the campaign we didn’t know we needed.
Commenting on the concept behind putting this campaign together, Deepti Karthik, Senior Vice President Marketing, DaMENSCH said, “With this campaign we want to inspire embracing #TrueShades every day of the year. We want to celebrate men who come in all colours of light, dark and in-between and share their narrative to talk about how men also bear the brunt of discrimination based on their skin colour. This campaign is an attempt to make men comfortable in their own skin, which in essence are their #TrueShades.”
DaMENSCH has also been awarded the CX Excellence award for Customer Retention and D2C Bengaluru Award for Customer Loyalty in 2022, indicating the love and trust existing shoppers of the brand have.
Within three years of launch, it is the highest rated innerwear brand online; a testament to the quality of fabric and industry-first innovation.
