Mumbai, India, September 12th, 2025 — Beardo, India’s premium beard and hair brand under Marico, has launched its latest campaign NSFW conceptualised and developed by Dot Media under the leadership of Danny Advani. The campaign reflects the shift in today’s market, where grooming is no longer seen as an occasional practice but as an essential part of a man’s everyday life. Beardo redefines grooming with its premium range, making the process effortless, safe, and aspirational, establishing itself as the go-to brand for modern men who want to look and feel their best every day.
NSFW is built around the idea of Main Character Energy. It is about presence, desirability and confidence. The campaign doesn’t explain grooming; it creates moments that stay with you, moments that celebrate the effortless charm of men who don’t try too hard but still command attention.
The campaign features Dot Media’s talents, ranging from celebrities across film, OTT, television, reality shows and creators. Jason Shah, Rishabh Sawhney and Harshit Arora each embody Main Character Energy with their presence, style and confidence. They represent exactly the audience Beardo speaks to the modern man who wants grooming to be effortless, aspirational and part of his everyday identity.
These talents were handpicked and backed by data to reach the right target market. They bring a recall value on the internet and digital screens, strong presence and the ability to hold a stare, confident and flaunting that amazing hair everyone wishes they had. Their portrayal makes the campaign aspirational while staying close to the everyday realities of modern grooming.
“Dot Media has always aimed to create campaigns that are rooted in pop culture and spark conversations. With NSFW, the idea was to capture the new reality of men who don’t just groom for occasions but for daily presence. The campaign is confident, bold and not for the faint hearted, premium, with what the internet calls ‘Main Character Energy,’ or as we can call it ‘Whoremonial’. Just like Beardo, it carries the attitude of men who own their presence, and we are proud to bring this vision to life together,” said Danny Advani, Head of Business Strategy and Planning, Dot Media.
Siddharth Vaya, Chief Business Officer, Beardo commented “Grooming isn’t just about looking styled at Beardo, we’ve always believed it’s about weaponising presence. And that’s exactly what NSFW does. Men don’t just admire men who look great, they want to be them. That’s Main Character Energy. That’s the aura today’s man aspires to. We created this series as the ultimate scroll-stopper… where hair isn’t background, it’s the hook. The ignition of confidence, desirability, dominance. Beardo makes grooming unapologetically sexy again. And trust me this is just the beginning”
With NSFW, Beardo and Dot Media present a campaign that does more than market products. It captures a cultural shift, where grooming is not just a practice but a statement of identity, confidence and premium lifestyle.