MUMBAI: Leo Burnett’s new campaign for Emami’s He Deodorant spins an interesting twist to this year’s Men’s Day celebrations on November 19. The Indian brand that has taken a stand on International Men’s Day, has launched a new campaign with the tagline #ShowMenSomeLove platform.

The digital campaign reinforces the brand’s message that men deserve love and respect through a catchy jingle 'Men’s Day Pe Teri Chhutti’. The unique narrative turns the spotlight on women who express their appreciation for men.

Commenting on the launch of the campaign, Emami director Harsh Agarwal said “Our effort is to do new things always. In a category where all other brands are talking about attracting the opposite sex, we believe there is a need for a different conversation. So last year we decided to stand up for men by initiating the men’s day celebration. The platform found a lot of traction and this year we are taking it forward. Celebrating Men’s day gives us an opportunity to engage with our consumers in an innovative and effective manner."

Leo Burnett chief creative officer Raj Deepak Das also added, “After having initiated Men’s Day celebration with our #ShowMenSomeLove campaign last year, we wanted to take the narrative to another level and help create a movement in the country around Men’s Day. This year we have put a twist where women have joined in to express their solidarity with the men in their lives through a catchy quirky song.”

Last year, the brand had launched a campaign that asked women to wear blue and initiated the need for Men’s Day celebrations in India.