Campaign celebrates Main Character Energy, making daily grooming aspirational and unapologetically confident
Beardo, the premium beard and hair care brand from Marico, has rolled out its latest campaign NSFW, conceptualised by Dot Media under the creative direction of Danny Advani. The campaign reflects the cultural shift where male grooming is no longer an occasional activity but an everyday ritual – one that signals presence, confidence, and style.
Built on the concept of Main Character Energy, NSFW doesn’t just talk about grooming – it embodies it. The films portray men who exude effortless charm, commanding attention without trying too hard. Beardo positions its range as more than just grooming products; it’s a toolkit for men to look and feel their best every single day.
The campaign stars Dot Media’s talent pool – Jason Shah, Rishabh Sawhney, and Harshit Arora – each representing Beardo’s core audience: modern, aspirational men for whom grooming is central to their daily identity. Their confident portrayal ensures strong recall across digital platforms, turning NSFW into a scroll-stopping experience.
Danny Advani, Head of Business Strategy & Planning at Dot Media, shared:
“With NSFW, we wanted to spark conversations rooted in pop culture and capture the reality that men today groom for presence, not just occasions. The campaign is bold, premium, and designed to channel what the internet calls ‘Main Character Energy.’ It’s confident, unapologetic, and exactly the attitude Beardo stands for.”
Adding to this, Siddharth Vaya, Chief Business Officer at Beardo, said:
“At Beardo, grooming is about more than style – it’s about weaponising presence. NSFW puts hair and grooming front and center, as the ignition point of confidence and desirability. Men don’t just admire men who look good; they want to be them. This campaign captures that aura. And this is just the beginning – Beardo is making grooming unapologetically sexy again.”
With NSFW, Beardo continues to cement its place as the brand that redefines men’s grooming – not as a chore, but as a daily expression of individuality, power, and style.
