MensXP redefines manhood in debut campaign

MUMBAI: Online men’s lifestyle brand, MensXP has launched its first ever brand campaign.

The multi-media campaign led by TV, print and digital hosts five films for TV and digital talks about different sections on the website like fashion, grooming, relationships, career and tech. These are light hearted humorous films, talking about the danger of making a fool of yourself, if you don’t stay updated with the trends in the men’s lifestyle space. 

Times Internet CMO Pratik Mazumder says, “Our first campaign celebrates the man you chose to become as there is no one way manhood can be defined. Its codes are ever changing.”

Conceptualised and executed by From Here On communications (FHO) and Times Internet’s in-house creative team, the campaign’s insight was derived from the thought that masculinity today has moved away from its conventional definition. Being a good man is more important than just being a man, an alpha, macho, hero or a leader. Men today are choosing their own manifestation of manhood. It is driven by their desire to seek beauty, truth, wisdom, justice, being kind, honest, and true.

MensXP  Founder and COO of Indiatimes lifestyle network Angad Bhatia said, “MensXP explores the codes of manhood and pursues the most interesting stories of and around men. It isn’t about redefining manhood but about giving manhood an expression, most relevant today.”

View the TVCs here

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