AD-O-HOLIC 9.

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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
permitted to be passive 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 grooming himself. This is
todays METRO-SEXUAL man.

Times are changing!

Men dont care about their appearance. Baggy old jeans and a plain t-shirt is all a man ever
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. A paunch portrays 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 among men is now
a foregone era. Pedicures and manicures are becoming an indispensable part of their
routine. Men 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
importantly a changing sentiment of a well-groomed mans appeal being impeccable. But,
beauty has been traditionally considered to be a feminine attribute. The impediment to
breaking into this new market of mens grooming is the psychological barrier of selling
traditionally feminine products to men. Many men abstain from buying cosmetics, since
they have a feminine face attached to them.

Your Responsibility!
You are the creative head of a leading ad agency. You have been approached by firms who
are contemplating an entry into this new market but are confused on the suitable approach.
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 with feminine traits.
You have been assigned the responsibility to handle one of the below firms. Its now your
responsibility to create an advertising strategy for this consumer market and provide out of
the box advertisements designed specifically for these firms.

Cases:
CASE 1: Glakme:
Glakme manufactures 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
taking attitude. The company has decided to break the stigma about it producing only
feminine products and wants to bring about a revolution by launching a new hair removal
cream aimed exclusively at men. Will you help this leading brand in advertising its new
product and help project it as a masculine trend setter?
Case 2: Beauty and You!
Beauty and You is a well-known chain of Spa and wellness centres that caters exclusively to
women, in the major metro cities in India. A market research survey revealed that men are
also paying heed to grooming and maintenance. To cater to this eager section, Beauty and
You has started its services for men. But the image of only women being associated to the
spa and wellness centre is creating a hindrance in raising the sales figures. Will you be able
to advertise the services and boost the sales at Beauty and You?
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 at the cutting edge of the latest trends. Having had a
phenomenal 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
of fashion and functionality. However, the men associate a Man Purse with mockery of
their Macho look. Can you help Zucci in advertising the Man Purse so that men buy it?

Case 4: Power Up:

Power-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 fitness. Power
Up is introducing services in Indi and is planning on introducing aerobics, salsa/jive/ballroom
dance sessions and power yoga sessions for men. Traditionally, these kind of sessions are
perceived feminine but Power-Up is aiming to launch an advertising campaign to change
such norms and attract men. How will you invite the male population, through
advertisements, to try out these new fitness activities?

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 following points in mind:
a. The ad should be presented in the form of Power Point presentation
(maximum 3 slides). The slide(s) should represent pages of a magazine.
b. The ad should include:

Name of the product

Tagline
Picture that represents the product/service
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 16th August 2014, 11:59
pm

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-Time students of PGDM / MBA from colleges all over
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 2-3 people.

General Guidelines:
1. Teams need to email their entries to markup.imt@gmail.com with the subject line
ADOHOLIC_CollegeName_Team Name.
2. Prizes: Worth Rs. 20,000 to be won.

Contact Information:
For further queries please contact:
Adhiraj Karmakar: 9339077695
Surabhi Sharma: 9643667317