The Man Company Launches Rap-Focused Rakshabandhan Campaign Featuring Krantinaari

The Man Company has launched an exclusive Rakshabandhan campaign featuring a rap video that offers a fresh spin on sibling relationships. Timed perfectly for the festival, the innovative campaign stars an all-female cast and is voiced by renowned Mumbai-based rapper Krantinaari.

Ditching traditional emotional narratives, The Man Company's Rakshabandhan Rap presents a playful, authentic take on brother-sister dynamics. Directed by Nikhil Mehrotra and conceptualized by Gurugram-based creative agency Hashtag Orange, the video captures modern sibling bonds marked by 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, and unspoken understanding that define beautifully chaotic brother-sister relationships.”

Luthra added, “The Man Company is committed to revolutionizing traditional narratives. This year, we're showcasing Rakshabandhan through a fresh, zestful lens, celebrating gentlemen brothers and the various shades of sibling dynamics while elevating their self-care routines with our premium grooming essentials. This campaign blends tradition with modernity.”

The campaign positions The Man Company's premium grooming sets as the perfect Rakshabandhan gift, encouraging sisters to enhance their brothers' self-care game. Each gift set includes a complimentary Rakhi, a roli-chawal pack, and a personalized card, merging tradition with modern grooming. The "Curate Your Own Box" option allows sisters to customize gift sets to their brothers' preferences.

Known for its innovative approach to men's grooming, The Man Company continues to challenge conventional masculinity narratives. This Rakshabandhan campaign further cements their position as a brand that understands evolving familial relationships and celebrates all gentlemen brothers. As the rap proclaims, "Bhai Mera 10 on 10 Hai, Woh Proper Gentleman Hai" - a fitting tribute to brothers striving to be their best selves.