New Delhi, Nov 19 (IANS) Razor brand Gillette has launched a campaign titled #ShavingStereotypes, which features real life hero Lt Col Manoj Kumar Sinha, SM (Retd), an army veteran who suffered a deadly bullet wound in his line of duty in 2000.
The brand film shows the story of Sinha and his father, and narrates how they moved over the societal stereotype of ‘tough men’ not crying when faced with adversity.
“Told through the real-life tribulations of a father and son, it traces their journey from being beholden to this stereotype to breaking it and accepting that showing their tears and vulnerability makes them stronger,” Gillette said in a statement on Tuesday.
“Lt Col Manoj Kumar (Retd) and his father are true heroes who’ve shown us that when we get past stereotypes that constrain us, we can emerge stronger together. Gillette salutes their spirit,” Karthik Srivatsan, Country Category Leader, Grooming Indian Sub-Continent at P&G said.
The campaign is aimed at making men re-think their notions of masculinity and strength.