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This International Men’s Day, menswear brand - DaMENSCH has launched its new campaign to own the idea of - #TheMostComfotableMan.

With this campaign, DaMENSCH aims to showcase the “unfiltered comfortable self” of a man, “a strong yet comfortably vulnerable man”, “a man that doesn’t let uncomfortable circumstances deter him from achieving his goals”. 

There have been endless dialogue around ‘strong men, macho men’ - the one who can win a fight, the ultimate saviour, a practical leader, the classic lover. What misses the eye is “Are men comfortable in their own skin?”

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DaMENSCH kickstarted the campaign with a poster series and videos featuring men who have fought their inhibitions, fears, and societal cliches by embracing themselves for who they are and confidently dreaming big.

DaMENSCH spotlights Shantanu Gosavi, a vitiligo model; Suresh Ramdas, Mr Gay India 2019; Thasveer Muhammed, a handicapped travel influencer, Kavan Kuttappa- a courageous entrepreneur who made passion his profession, and actor Vikrant Massey - who moves away from the industry’s cliched idea of a hero.

These men are a select representation of “TheMostComfortableMen” and an inspiration for each of us. 

DaMENSCH is deep diving into redefining the idea of being comfortable, moving away from the age-old preconceived notion that staying within your comfort zone does not equal growth. By turning their product experience of comfort into an emotional one of being comfortable in who you are, the brand is seeking to represent different situations where men find discomfort.

Along with this, DaMENSCH is also opening up a whole new platform called ‘WeDaMEN’ - a space the brand claims has been launched with the mission of making mankind more comfortable to do more in life.

A space where men can inspire each other and support one another without judgments or constant pressure of success. Staying in your comfort zone is the new way to thrive in life. The community will have a dedicated page on DaMENSCH website and will continue to feature truly inspiring stories of men, who always stay real.

Deepti Karthik, Senior Vice-President, Marketing, DaMENSCH, said, “When we did a brand dipstick on the one word associated with DaMENSCH we heard "comfort" over and over again. Now this was a product experience but do we own this as a brand? To turn our product experience into brand experience we decided we should own "comfortable". And thus began our research - What makes a man uncomfortable? The insights that came off were amusing, intriguing, and more. Men said they are uncomfortable when. So, we set out to take each one of these occasions and turn men comfortable in them.” 

“We launched a video on Valentine’s Day to talk about all kinds of relationships - married, live-in, open, and same-sex. We launched a video on Holi to talk about the many colours and skin of a man - dark, light, with acne, and vitiligo. We launched a video on Dance Day to just say men of all sizes can dance, dance doesn't have a gender or size, and dancing doesn't make you effeminate. We launched a video on Father’s Day saying give father a chance, he is the guy who made you most comfortable once. And this Men's Day we take it one step further. We are trying to define the most comfortable man.”