Beardo challenges enforced shaving norms in campus placements with new campaign

Beardo, a men’s grooming brand from the house of Marico, has unveiled its new digital campaign #BeardsAtWork to celebrate World Beard Day, which is celebrated on September 2.

This campaign featuring Hardik Banga challenges the conventional norms of grooming and places the spotlight on the contentious issue of enforced shaving during placements, as per the company statement.

The #BeardsAtWork campaign aims to spark a conversation about beard-inclusivity by shattering stereotypes and championing authentic self-expression in the corporate world through a digital film.

The film opens with a classroom filled with young students with a backdrop showcasing campus placements, setting the stage for a powerful narrative. The film goes on to show a professor who gives an ultimatum to the students that they need to shave in order to even appear for an interview or miss placements, thereby hampering their careers. Based on true events, the film then captures the response of bearded students who invent different excuses ranging from superstitions about shaving on certain days to humorous claims of allergic reactions to razors. The film culminates with a thought-provoking message and a call to action, advocating for change in workplace perceptions. Banga’s words resonate deeply as he asserts that donning & maintaining a beard is a matter of personal identity. The film further invites viewers to re-consider the correlation between appearance and professional competence, highlighting that in fact “shaping” a beard involves more commitment & effort than “Shaving” one, and hence well groomed beards should be celebrated at work.

Sujot Malhotra, Chief Executive Officer, Beardo, said, “Beardo has always been firmly committed towards championing the cause of true masculinity and the timeless statement made by any well-groomed beard. We have always celebrated all kinds of Beards and what they stand for by challenging the arbitrary conformity of enforced shaving in the corporate world. We stand by the feeling that a beard should never stand as a barrier to professionalism, and with our #BeardsAtWork campaign, we aim to break down stereotypes and celebrate the power of individual expression. Celebrating World Beard Day with this campaign, we hope to reflect the evolving norms of inclusivity and expression, paving the way for a more diverse culture.”

Beards At Work campaign:

Agency Credits: Conceptualised and produced In-House

Shot By: Leon Alfred