Zippo and Maxim scout for 'The Real Man'

The campaign aims to establish Zippo as moving beyond its iconic lighters.

American brand Zippo is all set to engage its fans in an upcoming campaign to celebrate the essence of 'The Real Man'. In a quest to find the attributes that make 'The Real Man', Zippo has partnered with men's magazine Maxim India.

Being implemented in three phases, the campaign aims to establish Zippo as moving beyond its iconic lighters. It integrates the brand's belief that 'having a story makes a man unique; having a Zippo lighter makes him a man'.

Speaking about the campaign and the association with Maxim, David Warfel, director - global marketing, Zippo Manufacturing Company says,"The 'Real Man' campaign highlights the essence of the 'Zippo Man', emphasizing his strength and reliability. We're partnering with one of India's leading men's magazines, Maxim, who will not only amplify the campaign through a #TheRealMan contest on Twitter but also culminate it with a Zippo Real Man themed party in Mumbai. We are excited for the campaign to launch as it's a great opportunity to engage with our target audience in the market, as well as to emphasise the Zippo brand values.

Starting with a six-day Twitter contest on August 30, fans will be encouraged to share traits they think make 'The Real Man' with Maxim India. Best entries will be integrated into a photo feature in the magazine's October issue and rewarded with a Zippo Gentlemen's lighter.

Zippo lovers will also have a chance to own exclusive and funky branded phone covers on purchase of a Zippo Windproof Lighter in the month of October, at select retail outlets in Delhi.

In the third phase of the campaign, Zippo and Maxim India will host a party to celebrate the spirit of 'The Real Man', with attendees including socialites and like-minded celebrities from fashion and Bollywood.

Zippo is present in more than 160 countries and is one of the most recognised brands in the category. Based in Bradford, PA, Zippo has produced over 500 million windproof lighters, each backed by a lifetime guarantee. Zippo's product line also includes lighter accessories, butane candle lighters, watches and lifestyle accessories for men and a robust line of heat and flame products for outdoor enthusiasts. Zippo also owns W.R. Case and Sons Cutlery Company, Bradford, PA.