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Beardo, Marico's leading men’s grooming brand, has launched a provocative new campaign starring Bollywood superstar Hrithik Roshan, challenging one of science’s most iconic concepts—Darwin’s Theory of Evolution. Titled “Evolution Ends with the Bearded Boss,” the campaign reimagines the concept of evolution, asserting that the modern corporate worker, often seen as the "final stage" of human development, is not humanity’s peak.
In the ad, Roshan walks through an art gallery showcasing evolutionary images, starting with apes and progressing through history. He halts at the final image—a hunched, lifeless corporate worker chained to a briefcase—and declares: “Peak of evolution? Wrong.” The striking visuals contrast the monotony of the corporate grind with the empowering image of a confident, well-groomed man who defines success on his own terms.
Speaking about the campaign, Hrithik Roshan said, “I’ve always believed that the most powerful thing a person can do is live authentically. This campaign isn’t just about grooming—it’s about challenging societal expectations and embracing your individuality.”
Siddharth Vaya, Chief Business Officer at Beardo, added, “This campaign is about redefining evolution. The modern Beardo is more than just a man—he’s a leader, a trailblazer, and someone who chooses to be extraordinary. A beard isn’t just a style; it’s a statement of individuality and power. Why settle for being a cog in the machine when you can be the boss?”
Key highlights of the campaign include:
- The Gallery of Evolution: A bold art installation critiquing societal norms, with the message that humanity is meant to break free, not conform.
- Hrithik Roshan as the Bearded Boss: Roshan’s commanding presence embodies the ultimate evolution—bold, free, and confident.
- Launch Across Platforms: The campaign debuted on Saturday across digital platforms, TV, and cinemas, and is accompanied by a user-generated content (UGC) movement, encouraging men to share their stories of breaking free from the corporate grind and embracing their unique paths.
