MAM
82°E launches 82°E Man; unveils new campaign
Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has launched a range of men’s skincare products under 82°E Man – an extension of brand 82°E. The latest offering includes an innovative 2-in-1 Moisturiser with SPF 40 PA +++ with Gotu Kola and Ceramides, and a three-in-one face, Beard and Body Cleanser with Arjuna and Betaine in two fragrance variants: Fresh Citrus and Woody Oud.
With self-care remaining central to the brand’s ethos, the launch campaign of 82°E Man has been conceived and executed by Tilt Brand Solutions, a part of Quotient Ventures – in association with design studio Sharpener. The campaign highlights an approach to self-care, which is specifically relevant to the contemporary man.
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Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines, while driving the message of overall self-care which is an extension of the co-founders’ commitment to well-being.
Speaking about the campaign, 82°E chief marketing officer Keerthana Ramakrishnan said, “Our expansion into 82°E Man – new products for a new audience – is another pivotal moment in our business. This means two things for us: first, it’s an opportunity for us to evolve and add new dimensions to our own understanding of self-care, given the nuances within men’s personal care. Second, it’s an opportunity to bring new self-care experiences to men’s routines, drawing from the best of what we’ve offered so far as well as what we know about this demographic. Here’s hoping that we connect with our newer audiences as effectively as we have done previously, and that we can layer and nuance self-care for everyone over time.”
Adding further context, Quotient Ventures group chief creative officer Shriram Iyer said, “For a few months now, our eye has firmly been on building brand 82°E around its singular but dynamic self-care narrative, across all product categories. With the milestone launch of 82°E Man, we approached communication based on existing realities of our new audience – the fact that men are already immersed in regular acts of self-care, even if they don’t brand them as that. From taking a run to turning to music for a break, self-care is an inherent, organic and carefree practice in all our lives; and 82°E Man is just the right personal care addition to that – with its simple, effective and joyful offerings.”
Brands
Tata Consumer Products highlights workplace bias with no repeat campaign
Women often repeat ideas to be heard; Tata campaign spotlights bias
MUMBAI: In many offices, a familiar moment unfolds. A woman shares an idea in a meeting. The room nods politely, then moves on. A few minutes later, someone else repeats the same thought and suddenly it lands.
This International Women’s Day, Tata Consumer Products is drawing attention to that quiet but persistent workplace dynamic through TheNoRepeatCampaign, an initiative that highlights how often women must repeat themselves before their ideas are acknowledged.
Conceptualised by Schbang, the campaign centres on a mockumentary-style film featuring a corporate employee known simply as “Doobara”, which literally means “again”. The character symbolises the many women across workplaces who find themselves restating their ideas during meetings, brainstorms and presentations before they receive recognition.
The campaign is grounded in research that reflects a broader workplace pattern. According to McKinsey & Company’s Women in the Workplace 2024 report, 39 percent of women say they are interrupted or spoken over in professional settings. Research by Perceptyx in 2022 adds to that picture, with 19 percent of women reporting frequent interruptions and 42 percent saying it happens at least sometimes.
Tata Consumer Products head of corporate communications and investor relations Nidhi Verma, said the campaign aims to bring a commonly experienced but rarely discussed bias into the open.
“Workplaces thrive when every voice is heard the first time it speaks. With #TheNoRepeatCampaign, we wanted to shine a light on a bias that many women experience but rarely gets called out openly. By encouraging teams to listen more consciously and acknowledge ideas fairly, we hope to create environments where contributions are valued for their merit, not the number of times they need to be repeated,” she said.
The film cleverly mirrors the very behaviour it critiques. Through deliberate repetition in the storytelling, viewers experience the subtle frustration of having a point overlooked until someone else echoes it back to the room.
The initiative also ties into Tata Consumer Products’ internal SpeakUp culture, which encourages employees to share ideas and feedback openly while emphasising the shared responsibility of listening and acknowledging contributions.
Schbang president of solutions Jitto George, said the insight behind the campaign came from everyday workplace observations.
“The insight was simple but powerful. Many women have experienced moments where their ideas gain traction only after someone else repeats them. We wanted the storytelling to reflect that reality in a way that feels relatable, slightly uncomfortable and difficult to ignore. The mockumentary format helped capture that everyday dynamic while prompting viewers to rethink how conversations unfold in their own workplaces,” he said.
Aligned with International Women’s Day 2026’s theme, “Give To Gain”, the campaign underlines a simple message. When organisations give attention, acknowledgement and visibility to women’s voices, the entire workplace benefits.
After all, when good ideas are heard the first time, they do not need a second attempt.
