Most men’s grooming brands use movie stars and sportsmen to advertise, and follow similar codes to capture male appeal. As a leader, Wild Stone decided to look beyond the mere physical aspect of masculinity, and expand the meaning of what it means to be a real man by choosing to groom the neglected statues of India’s most loved and respected national heroes. The brand's outlier step of choosing statues as a medium makes this work relevant for the category.

Since its inception, the men’s grooming category in India has been using movie stars and sportsmen to advertise, and follows similar codes to capture male appeal. As a leader, Wild Stone decided to look beyond the mere physical aspect of masculinity, and expand the meaning of what it means to be a real man, beyond the usual sportsmen, movie star stereotypes.

India loves its National Heroes.

There are an estimated 503760 statues of Mahatma Gandhi in India. You can find over 47,40,000 videos about Martyr Bhagat Singh on YouTube. Dr. Ambedkar, who wrote our constitution, has 13 universities named after him. There are a lot of great Indian men who continue to inspire us even years after they have gone.

They are in our textbooks, our films, in our literature, our fashion, and in our hearts. And while these great men are not here with us, their many statues can be found all across the country, though often in a neglected state.

So, Wild Stone, a homegrown Indian brand, decided to groom the statues of India’s National Heroes. After all, great men deserve to look great!

We wanted to appeal to Indian men between the age of 18 to 35, mostly from tier-2 cities.

In the men’s grooming category, most brands use movie stars and sportsmen to advertise, and follow similar codes to capture male appeal.

As a leader, Wild Stone decided to look beyond the mere physical aspect of masculinity, and expand the meaning of what it means to be a real man by choosing to groom the neglected statues of India’s most loved and respected national heroes.

In collaboration with municipal authorities, we started the Statue Grooming initiative from Uttar Pradesh, the most populous state in India.

The 3-day-long initiative ran close to India's Republic day in different cities of Uttar Pradesh, from 22/01/22 to 24/01/22, grooming neglected statues of India's National Heroes.

The idea immediately caught the imagination of people. Conversation started on social media and blogs. It became news. This initiative from Wild Stone touched the hearts of its audience, and generated millions of impressions, earned media, and sales. And now, it plans to take the Statue Grooming initiative to other cities soon.

Brand lift - 49%

Intention to purchase - 17%

Impressions - Over 500,000+

Earned media value - $100K

Sales - 11%