Aramusk · Heritage grooming · Ogilvy
A category talking to 25-year-olds, and no one talking to the man they become.
The premise
Masculinity belongs to the young.
The context
A cult '70s grooming brand, big in the East and later part of Wipro with an expanding range, needed a revival. The category finding did the heavy lifting: every brand (Park Avenue, Axe, Wild Stone, Beardo, Old Spice) was appropriating masculinity for men up to about 25 to 30. The older man was whitespace, and that whitespace sat naturally with the one brand old enough to have earned his trust.
The consumer
The man who tasted wins early and isn't at his peak now, but is still in it, with the young at his heels. Aramusk as his reassurance that he's still the one to beat.
The proposition
Aramusk. For those who've still got it.
The content platform
Experience versus the frivolity of the young.
The game is still on
Tire the opponent out
The best fights avoided
Real fitness
The go-to guy