An idea for a campaign

I know this is a bit late. FCUK’s “the man” campaign was launched in February sometime asking men to man up. Few months ago, when i shot A free man this is what I wanted to do – create an analogy.

The purpose of this analogy is to present the idea of fashion brands hiring men like these as models, transforming them into aspirational figures inspired by the accounts of their difficult lives and in return providing them with an alternate source of income.

I am tired of looking at billboards with grinning celebrities. I think it would be fresh & different for fashion brands to deviate from the regular stuff that they are doing & have been doing for years. Using these men could bring some character and real life to their dull campaigns.

What if this does not work? Well..fear of failure is never a reason not to try something. Right?

“Many great ideas have been lost because the people who had them could not stand being laughed at.”

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11 Responses to “An idea for a campaign”

  1. Rain Girl Says:

    I think its a good idea 🙂

  2. Fashion Bombay Says:

    What a brilliant idea!! Love it.

  3. watsahname Says:


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  5. ateev Says:

    creativity pays…
    check out this designer… i love that he uses real men as models/inspiration…

  6. Ranjeet K Says:

    im intrested…its such a nice thing…

  7. Ameet Singh Says:

    This would also help highlight the divides that exist between the poor India and the urban more hip India. Could make for some very interesting and thought provoking shoots!

  8. Ashita Says:

    It’s a very interesting concept, something that has crossed my mind a couple of times, but you’ve just brought it together perfectly.

  9. Neha Says:

    The only thing that you and we all need to ask ourselves is will we buy the products that these men will be attempting to sell/market?

    Call me the devil’s advocate your idea and the process of this campaign is though provoking and I am sure it has been thought and maybe even carried out before but how has that resulted for the brand name using these men?

    The Dove campaign on ‘real beauty’ decided to use real women.. but they also come with perfect skin and perfect hair. The emphasis on ‘real beauty’ is still missing.

    I applaud you for standing up and taking the hit if this is a failure, because it is great ideas that start a revolution.


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