India's D2C Rush
As more and more consumer brands go digital to reach customers faster and carve a unique identity, India’s direct-to-consumer (D2C) moment is well and truly here. With thousands of brands competing in the D2C space, will this be the future of India’s retail market?
“You are the most powerful as long as there lives a gentleman in you!”
When actor Ayushmaan Khurana spoke these words on International Men’s Day last year as part of a marketing campaign for The Man Company, it turned out to be a game changer for the men’s grooming brand.
Called ‘The Gentleman’s Charter: Gentleman Kise Kehtein Hai’, the campaign that broke on Khurana’s and the brand’s social channels was shared 50K times in just the first 24 hours and received 82 Mn+ organic views. It also led to 25% increase in net revenue during the campaign period, 29% increase in average order value (AOV) and 291% increase in website users.
The campaign was surely a phenomenal success, but the secret sauce behind it was not difficult to guess. It had a strong brand narrative that struck a chord with millennials and the generation Z men; it spoke of a new charter and was delivered by a youth icon who resonated with the brand persona, social media influencers took to their channels to share it and lastly, it conveyed what today’s digitally native brands believe in, a brand purpose.
