Beardo, India’s beard and hair brand under Marico, has launched its latest NSFW campaign, conceptualised and developed by Dot Media, under the leadership of Danny Advani. The campaign highlights the shift in the market, where grooming is now seen as a regular part of a man’s daily routine rather than something occasional. Beardo presents its grooming range, making the process effortless, safe, and aspirational, establishing itself as the go-to brand for modern men who want to look and feel their best every day.
NSFW is based on the idea of Main Character Energy. It is about presence, desirability, and confidence. The campaign doesn’t explain grooming; it creates moments that stay with you, moments that celebrate the effortless charm of men who don’t try too hard but still command attention.
The campaign features talent from Dot Media, including celebrities from film, OTT, television, reality shows, and creators. Jason Shah, Rishabh Sawhney, and Harshit Arora each represent Main Character Energy through their presence, style, and confidence. They represent exactly the audience Beardo speaks to the modern man who wants grooming to be effortless, aspirational and part of his everyday identity.
These talents were selected based on data to effectively reach the target audience. They have strong recall on digital platforms, a commanding presence, and the confidence to hold attention along with great hair that stands out. Their portrayal keeps the campaign aspirational while still grounded in the everyday reality of modern grooming.
With NSFW, Beardo and Dot Media present a campaign that does more than market products. It captures a cultural shift, where grooming is not just a practice but a statement of identity, confidence and premium lifestyle.
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“Dot Media has always aimed to create campaigns that are rooted in pop culture and spark conversations. With NSFW, the idea was to capture the new reality of men who don’t just groom for occasions but for daily presence. The campaign is confident, bold and not for the faint hearted, premium, with what the internet calls ‘Main Character Energy,’ or as we can call it ‘Whoremonial’. Just like Beardo, it carries the attitude of men who own their presence, and we are proud to bring this vision to life together,” said Danny Advani, Head of Business Strategy and Planning, Dot Media.
Siddharth Vaya, Chief Business Officer, Beardo commented “Grooming isn’t just about looking styled at Beardo, we’ve always believed it’s about weaponising presence. And that’s exactly what NSFW does. Men don’t just admire men who look great, they want to be them. That’s Main Character Energy. That’s the aura today’s man aspires to. We created this series as the ultimate scroll-stopper where hair isn’t background, it’s the hook. The ignition of confidence, desirability, dominance. Beardo makes grooming unapologetically sexy again. And trust me this is just the beginning”
