Mumbai – On the occasion of International Men’s Day, Malabar Gold & Diamonds has collaborated with Social Beat, a leading digital marketing solutions company, to roll out a brand campaign to promote its ‘Men in Platinum’ collection. The campaign highlights the dismantling of gender roles and brings light to the men who are simply doing their best at being in their element.
The campaign was launched with curated Instagram grids and engaging stories to get the conversation started. The concept has been further captured by a series of two Thumbstopper digital films which beautifully break stereotypes of what is considered ‘macho’ and appreciate men in all their roles and avatars. The tagline “He is finest in his element” has been created to emphasise on the same.
Speaking about the campaign, Panisa Shah, Creative Head – Social Beat said, “With the digital ecosystem shifting to smartphones and shorter attention spans of consumers, we wanted to explore shorter video formats. The objective was to drive impact with crisp storytelling. Modern men are not shying away from doing things that are by common perception considered ‘unmanly’. The two films are stories of such men who do not think twice before doing anything for their loved ones.”
The campaign has a distinct visual style where we have looked to shine light on men who are comfortable in their element, unapologetically doing things they like to do.
The videos have garnered a reach of 13 Lakh across Facebook, Instagram and YouTube. The brand’s Facebook page saw a 450% spike in user engagement. These phenomenal results are proof that crafting relatable and emotionally compelling video content can strike a powerful chord among audiences.
Instagram Links:
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