Dudes, Bros, Romeos, Heroes... MensXP has a message for you

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | November 10, 2017
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Times Internet launches debut campaign for its online men's lifestyle brand.

MensXP.com, a digital lifestyle brand for men by Times Internet, has recently launched its new multi-media campaign 'Welcome To The Newhood' led by TV, print and digital nationally. The ads have been jointly conceptualised by From Here On Communications (FHO) and Times Internet's in-house creative team.

The new campaign hosts five films for TV and digital talking 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.

Speaking about the campaign, Pratik Mazumder, chief marketing officer, Times Internet, says in a press release, "Our first campaign 'Welcome To The Newhood' celebrates the man you chose to become. The role of a man in society has evolved with time. From just being an alpha and brute sect, the definition of being a man is broadening. There is no one way manhood can be defined. Its codes are ever-changing. We aim at positioning MensXP as the lifestyle destination for this new-age man."

Angad Bhatia, COO, Indiatimes Lifestyle Network and founder, MensXP, says in a press release, "We at MensXP, explore the codes of manhood and pursue the most interesting stories of and around men. From the ones who break stereotypes to the ones who make new ones, we engage them all. And it isn't about redefining manhood. It is about giving manhood an expression most relevant today."

Rajesh Aggarwal, CEO, FHO, says in a press release, "The team was thrilled about the brief because here was a product/ brand that was all about relooking at the stereotypical codes and labels associated with manhood and relaying the ethos in a way that portrays the realities of new age manliness; this is a clutter breaking campaign amidst the cacophony."

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