Hrithik Roshan & Vir Das to promote “respecting women” deodorant

Emami Ltd has launched a new variant of deodorant, ‘He Respect’ , and appointed Hrithik Roshan and Vir Das to launch a campaign which does away with the stereotypical ‘attracting women’ plank and instead focuses on respecting women.

According to IANS, the company has launched a massive digital campaign for this new variant with the digital videos been conceived and developed by Orchard Advertising of the Leo Burnett Group. The digital execution and amplifications for HE Respect is being handled by the digital agency – WAT Consult.

The Leo Group chief creative officer Raj Deepak Das said, “We were clear that an important message needs adequate firepower and support to make a real difference. And we had fantastic partners in the HE brand team who believed in us enough to develop an entirely new product and then a powerful campaign that takes on well-established industry practices head on.”