For a long time, it has been commonly believed that men prefer quick showers while women enjoy long and indulgent ones. However, the results of the Fiama Men’s Shower Survey show that 75% of young men actually enjoy their showers and look for ways to enhance the experience, such as by curating a shower playlist or using indulgent products. Fiama Men, a brand that aims to cater to the needs of young men, has taken note of this trend and has enlisted Shubman Gill as their shower ambassador.
In a new ad campaign directed by Aarti Desai and produced by Caffeine Films LLP, Fiama Men aims to dispel the myth that showers are a chore. The campaign showcases the everyday fun shower routine that young men are increasingly adopting, emphasizing how it is a perfect way to unwind and recharge after a long day. The ad features a foot-tapping experience, set to a chartbuster Bollywood song.
The Fiama Men Shower Survey also found that more than 65% of young men consider Bluetooth speakers and a curated playlist to be the perfect accompaniment to their shower experience. The survey also revealed that over 60% of men have a fixed showering routine and enjoy upbeat music while taking a shower.
Fiama Men has recently launched a new product, the Charcoal & Grapefruit gel bar and shower gel, which promises to enhance the shower experience even further. With this product and the findings of their survey, Fiama Men hopes to cater to the needs of young men who are looking for a more indulgent and enjoyable shower experience.
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited stated, “Looking and feeling good both are at the core of grooming today. Every individual has a different perspective, be it the choice of grooming products or their shower preferences. Fiama Men is at the forefront of this new wave of grooming and feeling good that truly begins in the shower. The new Charcoal & Grapefruit gel bathing bar and shower gel, designed to elevate the everyday bathing experience, taps into the shower mood of young men. Fiama Men with Shubman Gill as the new shower ambassador is set to enrich grooming experiences.”
Excited about this new partnership, one of India’s emerging young cricketing talent, Shubman Gill, said “Routines and rituals are part of everyday life. Mine is all about hard work, perseverance and performance but I also ensure taking time out for myself to rejuvenate and refresh. A refreshing, indulgent shower is my way of chilling – Mood playlists, grooving to the beats and just chilling under a shower! Nothing refreshes truly like Mazze ki freshness and I am really glad that a brand like Fiama Men acknowledges this need of a shower experience to start afresh or just unwind. “
Commenting on the campaign, Aarti Desai, creative director, added, “The category for Men’s soap can be pretty clinical and vanilla. We wanted to create a mood of freshness with a whole lot of fun added to it and to see Shubman Gill having a blast in the shower.”