Lakme Men

Challenge

The objective was to launch Lakmé Men Care by redefining masculine skincare for "green flag" men - those who value emotional intelligence. The goal was to cut through traditional, hyper-aggressive grooming tropes with a brand message that prioritizes self-aware character over vanity.

Solution

I solved this by creating a fast-paced, punchy 30-second promo that leads with character rather than product. Instead of the typical "rugged" tropes, I used provocative, identity-driven copy like "Strong men protect more than their ego" to flip the script on self-care. By grounding the high-energy visuals in the simple truth that UV rays are gender-blind, I turned a routine product launch into a bold statement on modern masculinity. The result is a high-impact "call to action" that positions skincare as the ultimate act of self-protection.