The Man Company translates sibling bonds into hip hop rap

Delhi: The Man Company has launched an exclusive campaign for Rakshabandhan celebrations with a rap video that puts a spin on sibling relationships. This campaign features an all-female cast and is voiced by Mumbai-based rapper Krantinaari. 

The Man Company's Rakshabandhan Rap offers a playful take on the brother-sister duo. Directed by Nikhil Mehrotra and conceptualised by Gurugram-based creative agency Hashtag Orange, the video aims to capture the essence of modern sibling bonds - equal parts love, rivalry, and unwavering support. 

"We're celebrating the real, unfiltered sibling experience with a modern twist,” said Jatin Luthra, AVP-Marketing at The Man Company. “This rap is more than a catchy tune; it's a tribute to the inside jokes, playful jabs, or unspoken understanding that define the beautifully chaotic brother-sister relationships.” 

He further added, “The Man Company has always been committed to revolutionizing traditional narratives, and this year, we're doing just that by showcasing the much-anticipated festival through a fresh and zestful lens. Our vision is to celebrate the gentlemen brothers and the various shades of sibling dynamic while elevating their self-care routines with our premium grooming essentials. This campaign reflects our commitment to blending tradition with modernity.” 

The campaign positions The Man Company's grooming sets as the ideal Rakshabandhan gift, encouraging sisters to elevate their brothers' self-care game. As the rap proclaims, "Bhai Mera 10 on 10 Hai, Woh Proper Gentleman Hai" - an ode to the brothers who are on a journey to becoming the best version of themselves.