Indian digital magazine MensXP wants to become the lifestyle destination for the new-age man

Indian online men's lifestyle brand MensXP has rolled out five films that talk about fashion, grooming, relationships, career and tech, with the aim of positioning MensXP as the lifestyle destination for the new-age man.

The campaign 'Welcome to the new hood' has been jointly conceptualised and executed by creative agency, From Here On communications (FHO) and Times Internet’s in-house creative team. The multi-media campaign is led by TV, print and digital and has been launched nationally. The films use humor to connect with the audience.

Angad Bhatia, chief operating officer, Indiatimes Lifestyle Network and founder, MensXP said: “We at MensXP explore the codes of manhood and pursue the most interesting stories of and around men. From the ones who break stereotypes to the one who make new ones, we engage them all. And it isn’t about redefining Manhood. It is about giving manhood an expression, most relevant today.”

Rajesh Aggarwal, CEO, FHO said: “The team was thrilled about the brief because here was a product/brand that was all about relooking the stereotypical codes and labels associated with manhood and relaying the ethos in a way that portrays the realities of new age manliness, this is a clutter breaking campaign amidst the cacophony.”

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