The iconic deodorant brand Axe launches a song and music video ‘Ab Teri Baari’ that redefines society’s traditional rules of masculinity. Ab Teri Baari is a strong call to action for Indian men to stop worrying about the rules of society and the dreaded ‘Log kya kahenge’ and focus on finding what makes them unique instead. Built around Axe’s brand purpose of inspiring men to express their individuality and becoming their most attractive selves, the song mirrors the brand’s communication platform of ‘Make Your Own Rules’
Ayushmann Khurrana ; Naezy who are performing together for the first time have co-created an incredibly catchy song composed by Clinton Cerejo that brings alive the personal stories of Indian football captain Sunil Chhetri, Dance Superstar Dharmesh Yelande, YouTube Sensation ‘BeYouNick’ and the Made in Heaven actor Shashank Arora.
Talking about the concept, Nippun Aneja, General Manager Deodorants & Men’s Grooming at Hindustan Unilever Limited explained, “Many boys in India still feel an overwhelming pressure to conform to masculine stereotypes. There are many said; unsaid rules on how to ‘Be a Man’ - The way you look, the way you act; interact with your peers; even your career choices; hobbies are being judged through the lens of being ‘masculine enough.’
We want young guys to feel free from the pressures of these ‘rules’, discover what makes them unique and work on it. Axe believes that expressing your individuality is what makes a guy attractive, so go ahead ‘Make Your Own Rules’ and be the best version of yourself.”
Ayushmann Khurrana added, “If you look at my career choices, I have always fought labelling. I have tried, in my own way, to create a path for myself and not walk on the path that I was told to walk on. Yes, it was tougher to create my own identity but today, looking back at my journey, it was necessary and definitely worth it.
As soon as I heard the concept of Ab Teri Baari, I immediately wanted to collaborate because it appealed to me strongly. The song reflects how I have lived my life and my own career choices that challenged conformism. The song demolishes stereotypes and calls out for inclusivity that this society so desperately needs.”
Naezy commented on the song “This anthem is something that would resonate with every individual. we have all been stereotyped at one point in time. So, this anthem is dedicated to everyone who is trying to make their life on their own terms.”
Ab Teri Baari is launched in collaboration with Arre and Mindshare. The song will be out across Arre’s social media platforms and partner network.