Beardo, India’s beard and hair brand under Marico, has launched its latest campaign, NSFW, conceptualised and developed by Dot Media under the leadership of Danny Advani. The brand claims the campaign reflects a shift in today’s market, where grooming is increasingly seen as an essential part of a man’s everyday life. Beardo states that its premium range is intended to make grooming effortless, safe, and aspirational, positioning itself as a choice for men who aim to integrate grooming into their daily routine.
NSFW is built around the concept of Main Character Energy, focusing on presence, desirability, and confidence. The brand says the campaign does not explain grooming but intends to create memorable moments that reflect the effortless charm of men who do not try too hard yet still command attention.
The campaign features Dot Media’s talents, including celebrities from film, OTT, television, reality shows, and creators. According to the brand, Jason Shah, Rishabh Sawhney, and Harshit Arora embody Main Character Energy through their presence, style, and confidence, representing the modern men Beardo aims to engage, those who wish grooming to be effortless, aspirational, and integrated into their daily identity.
These talents were selected using data to target the appropriate audience. Beardo says their visibility on digital platforms, along with their style and confidence, is intended to create recall while reflecting everyday realities, aiming to make the campaign relatable yet aspirational.
“Dot Media has always aimed to create campaigns that are rooted in pop culture and spark conversations. With NSFW, the idea was to capture the new reality of men who don’t just groom for occasions but for daily presence. The campaign is confident, bold and not for the faint hearted, premium, with what the internet calls ‘Main Character Energy,’ or as we can call it ‘Whoremonial’. Just like Beardo, it carries the attitude of men who own their presence, and we are proud to bring this vision to life together,” said Danny Advani, Head of Business Strategy and Planning, Dot Media.
Siddharth Vaya, Chief Business Officer, Beardo commented “Grooming isn’t just about looking styled at Beardo, we’ve always believed it’s about weaponising presence. And that’s exactly what NSFW does. Men don’t just admire men who look great, they want to be them. That’s Main Character Energy. That’s the aura today’s man aspires to. We created this series as the ultimate scroll-stopper… where hair isn’t background, it’s the hook. The ignition of confidence, desirability, dominance. Beardo makes grooming unapologetically sexy again. And trust me this is just the beginning”
Beardo and Dot Media describe NSFW as a campaign intended to reflect a cultural shift, where grooming is viewed not only as a routine but also as an expression of identity, confidence, and lifestyle.
Watch the ad campaign:
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