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Breaking the Stereotypes

Of course, fashions come and go but metro
represents a fundamental shift in what men are allowed to
permitted to be passive inviting our gaze
The macho man has bitten the dust. He loves designer brands, is seen just as often in a
fashion show as in a sports venue and confesses to spending hours grooming
todays METRO-SEXUALman.
Times are changing!
Men dont care about their appearance.
needs to wear. The colour palette of his wardrobe or the choices between trouser or a
jeans, shirt or a t-shirt; have all been limited
previously held gender stereotypes are no longer the norm. The days when men didnt care
about their grooming and styling are far gone. The taboo for ear piercing among
a foregone era. Pedicures and manicures are becoming an indispensable part of their
routine. Men these days have started
fitness and on pampering themselves. The stereotypical man has thus broke
old shackles of avoiding the intervention of products and experts in improving his
appearance and is now defining a new style statement.
The market entry barriers!
With a growing demand of men centric grooming products and services, the
for companies to cash in on this trend ha
grooming practices, modern hairstyles,
importantly a changing sentiment of a well
beauty has been traditionally considered to be a feminine attribute. T
breaking into this new market
traditionally feminine products to
theyhave afeminine face attached to them.

AD-O-HOLIC 9.0
Breaking the Stereotypes
Of course, fashions come and go but metro-sexuality isnt a fashion its an epoch. It
represents a fundamental shift in what men are allowed to be and to want. Men are now
inviting our gaze. - Mark Simpson
The macho man has bitten the dust. He loves designer brands, is seen just as often in a
fashion show as in a sports venue and confesses to spending hours groomingh
Men dont care about their appearance. Baggy old jeans and a plain t-shirt is all a man ever
The colour palette of his wardrobe or the choices between trouser or a
shirt; have all been limited. A paunch portrays a healthy household.
previously held gender stereotypes are no longer the norm. The days when men didnt care
about their grooming and styling are far gone. The taboo for ear piercing among
a foregone era. Pedicures and manicures are becoming an indispensable part of their
these days have started spending a lot more time on personal grooming, on
fitness and on pampering themselves. The stereotypical man has thus broken out of the age
old shackles of avoiding the intervention of products and experts in improving his
appearance and is now defining a new style statement.
The market entry barriers!
With a growing demand of men centric grooming products and services, the opportunities
for companies to cash in on this trend have grown. Metro sexuality is a result of changing
grooming practices, modern hairstyles, obsession towards fitness, funkier clothes and more
sentiment of a well-groomed mans appeal beingimpeccable.
eauty has been traditionally considered to be a feminine attribute. The impediment to
market of mens grooming is the psychological barrier of
traditionally feminine products to men. Many men abstain from buying cosmetics,
attached to them.
its an epoch. It
be and to want. Men are now
The macho man has bitten the dust. He loves designer brands, is seen just as often in a
himself. This is
shirt is all a man ever
The colour palette of his wardrobe or the choices between trouser or a
a healthy household. These
previously held gender stereotypes are no longer the norm. The days when men didnt care
about their grooming and styling are far gone. The taboo for ear piercing amongmen is now
a foregone era. Pedicures and manicures are becoming an indispensable part of their
spending a lot more time on personal grooming, on
n out of the age
old shackles of avoiding the intervention of products and experts in improving his
opportunities
Metro sexuality is a result of changing
funkier clothes and more
impeccable. But,
he impediment to
is the psychological barrier of selling
Many men abstain from buying cosmetics, since

Your Responsibility!
You are the creative head of a leading ad agency.
are contemplatingan entry into
They are in a dilemma of how to appeal to the metrosexual consumer base by changing the
preconceived notions of associating grooming products and services
You have been assigned the responsibili
responsibility to create an advertising strategy for this
the box advertisements designed specifically for these firms.
Cases:
CASE 1: Glakme:
Glakme manufactures a plethora
the cosmetic industry. Due to its colossal success in the female section, it has been
stereotyped as a feminine brand.
taking attitude. The company has decided to break th
feminine products and wants to
cream aimed exclusively at men.
product andhelpproject it as a masculine trend
Case 2: Beauty and You!
Beauty and You is a well-known
women, in the major metro cities in India.
also paying heed to grooming and maintenance
You has started its services for men.
spa and wellness centre is creating a hindrance in raising the sales figure
to advertise the services and boost the sales at
Case 3: Zucci:
Zucci is a global brand that is synonymous with fashion. It has been a market leader for
many years and is always been
phenomenal success in women purses, they are
Purses designed for the fashion conscious man on the go.
of fashion and functionality. However, t
their Macho look. Can you help Zucci in advertising the Man Purse so that

leading ad agency. You have been approached by firms
this new market but areconfused on the suitable approach.
They are in a dilemma of how to appeal to the metrosexual consumer base by changing the
of associating grooming products and services with feminine
You have been assigned the responsibility to handle one of the below firms.
create an advertising strategy for this consumer market and provide
esigned specifically for these firms.
a plethora of womens beauty products and has proved its mettle in
the cosmetic industry. Due to its colossal success in the female section, it has been
stereotyped as a feminine brand. Glakme is known for its innovative products and risk
The company has decided to break the stigma about it producing
wants to bring about a revolution by launchinga new hair removal
cream aimed exclusively at men. Will you help this leading brand in advertising its new
project it as a masculine trend setter?
knownchain of Spa and wellness centresthat caters
in the major metro cities in India. A market research survey revealed
also paying heed to grooming and maintenance. To cater to this eager section,
its services for men. But the image of only women being associated to the
wellness centre is creating a hindrance in raising the sales figures. Will you be able
boost the sales at Beauty and You?
brand that is synonymous with fashion. It has been a market leader for
been at the cutting edge of the latest trends. Having had a
success in women purses, they are the first to introduce a new line of Man
Purses designed for the fashion conscious man on the go. They want them to portray a mix
However, the men associate a Man Purse with
Can you help Zucci in advertising the Man Purse so that men
You have been approached by firms who
confused on the suitable approach.
They are in a dilemma of how to appeal to the metrosexual consumer base by changing the
feminine traits.
. Its now your
provideout of
s and has proved its mettle in
the cosmetic industry. Due to its colossal success in the female section, it has been
Glakme is known for its innovative products and risk
about it producing only
a new hair removal
advertising its new
exclusively to
A market research survey revealed that men are
To cater to this eager section, Beauty and
women being associated to the
Will you be able
brand that is synonymous with fashion. It has been a market leader for
Having had a
the first to introduce a new line of Man
hey want them to portray a mix
ciate a Man Purse with mockery of
men buy it?

Case 4:Power Up:
Power-Up is a leading, multi award winning
It is acknowledged for its unrivalled success in providing the finest
Upis introducing services in Indi a
dance sessions and power yoga
perceived feminine but Power-Up
such norms and attract men.
advertisements, to tryout these new fitness
Round 1: Eliminations:
Deliverables:
1. Give an innovative name to the product/service.
2. Prepare an advertisement for the company in a leading mens magazine for their
new product/services. While preparing the ad, keep the
a. The ad should be presented i
(maximum 3slides)
b. The ad should include:
Name of the product
Tagline
Picture that represents the product/serv
Product Description
c. Photoshop is not a prerequisite.
3. Prepare a one page (Arial Size: 11 Spacing: 1) write up on the idea behind the
magazine ad and product/service name.
Deadline: The deadline for submitting the round 1 deliverables is
pm

Up is a leading, multi award winning enterprise based out of Los Angeles, California.
It is acknowledged for its unrivalled success in providing the finest services in fitnes
introducing services in Indi and is planning on introducing aerobics, salsa/jive/ballroom
r yoga sessions for men. Traditionally, these kind of sessions are
Up is aiming to launch an advertising campaign
men. How will you invite the male population
out these new fitnessactivities?
Give an innovative name to the product/service.
Prepare an advertisement for the company in a leading mens magazine for their
new product/services. While preparing the ad, keep the following points in mind:
should be presented in the form of Power Point presentation
slides). The slide(s) should represent pages of a magazine.
The ad should include:
Name of the product
Picture that represents the product/service
Product Description
Photoshop is not a prerequisite.
Prepare a one page (Arial Size: 11 Spacing: 1) write up on the idea behind the
magazine ad and product/service name.
: The deadline for submitting the round 1 deliverables is 16th August
based out of Los Angeles, California.
es in fitness. Power
salsa/jive/ballroom
raditionally, these kind of sessions are
ertising campaign to change
invite the male population, through
Prepare an advertisement for the company in a leading mens magazine for their
following points in mind:
n the form of Power Point presentation
a magazine.
Prepare a one page (Arial Size: 11 Spacing: 1) write up on the idea behind the
16th August 2014, 11:59

Round 2: Final round:
1. The details of the 2nd round will be shared after the results of the 1st round are
declared.
Event Rules:
1. The event is open for all Full
India.
2. The event is spread over two rounds. The first round is an elimination round and the
participants will be judged on the basis of their performance on parameters
such as innovation and creativity
3. Any form of obscenity will lead to disqualification.
4. Teams may comprise of 2
General Guidelines:
1. Teams need to email their entries to mark
ADOHOLIC_CollegeName_Team Name.
2. Prizes: Worth Rs. 20,000
Contact Information:
For further queries please contact:
Adhiraj Karmakar: 9339077695
Surabhi Sharma: 9643667317

The details of the 2nd round will be shared after the results of the 1st round are
The event is open for all Full-Time students of PGDM / MBA from colleges all over
over two rounds. The first round is an elimination round and the
participants will be judged on the basis of their performance on parameters
such as innovation and creativity.
Any form of obscenity will lead to disqualification.
comprise of 2-3 people.
Teams need to email their entries to markup.imt@gmail.com with the subject line
ADOHOLIC_CollegeName_Team Name.
to be won.
For further queries please contact:
The details of the 2nd round will be shared after the results of the 1st round are
Time students of PGDM / MBA from colleges all over
over two rounds. The first round is an elimination round and the
participants will be judged on the basis of their performance on parameters
l.com with the subject line