Emami defines a #handsomeLife

In an endeavour to strengthen its brand appeal among the youth, Emami Fair and Handsome has launched a digital campaign with Bollywood actor Hrithik Roshan.

In an endeavour to strengthen its brand appeal among the youth, Emami Fair and Handsome, the fairness brand (exclusively for men) from the house of Emami, has launched #HandsomeLife, a digital campaign, with Bollywood actor Hrithik Roshan as the brand ambassador.

The campaign offers a platform for young and aspiring individuals who had the courage to break away from their mundane routine and comfortable lives to achieve their dreams. Through this campaign, which has been conceptualised and executed by Reprise Media, the brand wants to reward their passion for living a 'handsome life'.

Talking about the campaign, Mohan Goenka, director, Emami says, "Today's youth is uninhibited and has a strong sense of purpose in life. It goes the extra mile to follow its passion and dreams. Fair and Handsome, as the thought leader, wishes to celebrate this indomitable spirit, which is in line with the brand philosophy that handsomeness is about living life as a multi-faceted personality."

The campaign uses social media platforms YouTube, Twitter and Facebook, and is currently being hosted on a
microsite
where participants (Indian men) can register using their social profiles. Once registered, they can share their stories in the form of text, images or videos on the site and also in their social networks. The activity is spread over a period of two months, from October 12 to November 8, following which the entries will be judged and 10 contestants will get the chance to accompany Hrithik Roshan and his football team FC Pune, for seven days, to a specially designed grooming programme.

The team of mentors for the campaign includes David Platt (former captain of England's football team), Sethumadhavan.N (founder and the chief editor at madaboutmoviez.com), J P Singh (life and career coach) and Ruchi Aggarwal (director, marketing at Microsoft India). Singh, Sethumadhavan and Aggarwal will be on the jury for the contest.

"During our discussion with the brand, we knew we wanted to go beyond a sales pitch. Hence we decided to connect the audience with the brand's core values which are constant irrespective of what product one chooses. #HandsomeLife stands true for those who dream their destination and their passion makes them travel it," adds Anjali Hegde, CEO, Reprise Media India, about the idea behind the campaign.

The campaign claims to have got 1,61,862 impressions on Twitter, 1,077,424 on YouTube and a Facebook reach of 10,052,304. This includes 4,166 re-tweets, 2,74,918 likes, 1,014 shares on Facebook and 2,01,640 video views on YouTube so far.