The ICC World Cup 2019 craze is on its peak and brands are busy leveraging the topical hype of the sport to entertain their TGs. While most brands are trying to spark engagement with the audience, the men’s grooming brand, The Man Company has gone a step ahead with their innovational #TheManGotGame campaign. The campaign has been conceptualized and executed by the Delhi branch of Tonic Worldwide, a digital advertising and innovations agency.
Rooted in the enthusiasm for Cricket in our country, #TheManGotGame is a tribute to the gentleman’s game, and altogether an initiative to encourage our very own ‘Men in Blue’. Moreover, no stone was left unturned to indulge, delight and gratify their viewers in the ongoing cricket mania. What stands out is the way the agency has woven the brand communication around the sport and its affairs.
The campaign has been accentuated and amplified through diversified methods and mediums. The brand’s collaboration and activities with some well-known Influencers were indeed done in a remarkable manner. Two new gentlemanly gestures have been aimed to introduce through this venture, namely The Beard Shake and The Man Thump. Moreover, the fans were encouraged to share their version of #TheBeardShake and #TheManThump. Both activities were presented on social media platforms – Facebook, Instagram and Twitter.
To drive the user engagement in a gamified format, two online weekly contests have been kicked off on the brand’s social media pages. The #UpYourGroomingGame contest challenges the users to share a specific type of hair and beard style look. Whereas the second contest, #TheManHeIs, tests the users on their cricket acumen. The fans are asked to identify various cricketers through their iconic grooming styles. The winners will be gratified with the exclusive World Cup Limited Edition Box that is a close resemblance to the world cup trophy and on the inside contains fascinating products for the man who’s got the game of grooming right. For users who want to elevate their grooming styles, a series of tips are being shared for them to fashion their hairstyles like various famous Indian cricketers.
When asked about the conception of the campaign, Akanksha Singhal, Business Head (North), Tonic Worldwide commented: “When team Tonic Worldwide began to brainstorm about this campaign for The Man Company, our intention was to maintain the core positioning of the brand, as one that supports the ideology of being a true Gentleman in all senses. #TheManGotGame is an ode to the true sportsman spirit of the Gentleman’s game – Cricket and our acknowledgement that those who have their grooming game right are the men who’ve got game!”
The agency struck another chord between the brand and the cricket enthusiasts by launching thematic real-time posts during various matches. Many trending moments are being picked and portrayed by the brand in its own quirky and humorous tone.
Hitesh Dhingra, Founder & MD, The Man Company stated: “Being a gentleman is a journey, something that a man continually strives to be, rather than a destination. #TheManGotGame is an elaborate attempt to bring out this facet of cricketers who dedicate themselves to The Gentleman’s game and, in the process, guide our users to elevate their grooming game and become a better version of themselves.”
To take the campaign a notch above, The Man Company has also signed on a famous Indian cricketer whose name has not been revealed yet. But we are sure something thrilling and eventful is going to happen.