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From Myth to Reality: How 82°E Man is revolutionizing men’s skincare
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Why Your Brand’s Instagram Stories Are Getting Ignored (And How to Fix It)

Remember when Instagram Stories felt like magic? You’d post a quick behind-the-scenes clip, and suddenly your DMs would light up with responses. Those days seem distant now, don’t they? If you’ve noticed your Story views dropping faster than Mumbai’s temperature in December, you’re not alone. Brands across India are struggling with the same problem – their Stories are disappearing into the void while their audience scrolls past without a second glance. **The Real Reason Your Stories Feel Invisible** Here’s what most marketers won’t admit: we’ve turned Instagram Stories into mini billboards. Think about your last five Stories. Were they product shots with price tags? Company announcements? Event photos that looked like stock images? Your audience can smell marketing from miles away. They open Instagram to connect with people, not to watch ads disguised as casual content. When every Story feels scripted and sales-focused, people naturally tune out. The algorithm notices this too. When users consistently skip your Stories, Instagram assumes your content isn’t engaging. This creates a downward spiral where fewer people see your future Stories, making the problem worse. **What Actually Makes People Stop Scrolling** The brands getting attention on Stories aren’t the ones with the biggest budgets or fanciest graphics. They’re the ones having real conversations. Take a local bakery in Bangalore that shows their baker’s 5 AM morning routine, complete with flour-covered aprons and coffee spills. Or the tech startup that posts their team’s genuine reactions during product testing – including the failures and funny moments. People stop for authenticity. They want to see the humans behind your brand, not another polished product showcase. Your audience craves the messy, real, and relatable moments that make them feel connected to something bigger than a transaction. **The Simple Formula That Actually Works** Stop overthinking your Stories. The most engaging ones follow a simple pattern: show don’t sell, ask don’t announce, and connect don’t broadcast. Instead of posting “Check out our new collection,” show your designer sketching ideas at 2 AM. Rather than announcing your company milestone, ask your audience to share their own small wins. Replace promotional messages with questions that spark conversations. Use polls, question stickers, and quizzes not as engagement tricks, but as genuine ways to understand your audience better. When someone responds to your Story, reply back. Start conversations in your DMs. These interactions signal to Instagram that your content matters. **Why Consistency Beats Perfection Every Time** Many brands post Stories in bursts – ten posts in one day, then silence for a week. This confuses both the algorithm and your audience. They forget you exist during those quiet periods. Instead, aim for steady presence. Share one or two genuine moments daily. Document your regular business activities through a human lens. Show your office plants, your team’s lunch debates, or how you solve customer problems. This consistency helps Instagram understand when your audience is most active and engaged. It also builds habit – people start expecting and looking forward to your daily updates. **Your Next Move: The 48-Hour Test** Here’s something you can try right now. For the next 48 hours, post only Stories that show real moments from your business. No product shots, no promotional text, no calls-to-action. Show your team working, share a problem you’re solving, ask your audience for advice, or document something ordinary happening at your office. Focus entirely on being human and helpful. Watch your Story views during these two days. Notice which moments get the most replies or DM responses. This will show you exactly what your audience wants to see more of. The goal isn’t to go viral or get thousands of views. It’s to rebuild that genuine connection with people who actually care about your brand. Once you have their attention, everything else – including sales – becomes much easier.

Why Your Brand’s Cookie Strategy Needs a Complete Rethink Before 2025

Remember when everyone thought third-party cookies would disappear by 2022? Then 2023? Well, Google just pushed the deadline again, but here’s the thing – waiting around is the worst strategy you could pick right now. While Google keeps moving goalposts, smart marketers are already building cookie-free campaigns that work better than their old methods. The brands still scrambling when the switch finally happens? They’ll be the ones losing customers to competitors who started preparing years ago. **The Real Problem Isn’t Just Cookies Disappearing** Everyone talks about third-party cookies going away, but that’s just one piece of a much bigger puzzle. Apple already blocks most tracking on Safari. Firefox does the same. Privacy laws keep getting stricter across India and globally. The bigger issue? Many brands built their entire marketing strategy around following people across websites. When that stops working, they don’t just lose some data – they lose their main way of finding and keeping customers. Think about it this way: if your marketing depends on tracking users from site to site, you’re basically renting your customer relationships from Google and Facebook. What happens when the landlord changes the rules? **What Smart Brands Are Doing Instead** The companies thriving right now aren’t waiting for perfect solutions. They’re testing new approaches every month and keeping what works. First-party data collection has become their top priority. Instead of buying lists or relying on third-party tracking, they’re creating reasons for customers to share information directly. Better newsletters, exclusive content, loyalty programs, personalized experiences – anything that makes people want to engage directly with the brand. Contextual advertising is making a huge comeback too. Remember when ads matched the content you were reading instead of following you around the internet? That’s contextual advertising, and it works surprisingly well when done right. Some brands are also exploring newer solutions like Google’s Privacy Sandbox or working with publishers who have strong first-party data. The key is testing multiple approaches instead of putting all eggs in one basket. **The India-Specific Challenge** Indian marketers face a unique situation. Our digital advertising market is growing rapidly, but most growth strategies still depend heavily on third-party data. Regional brands often lack the resources to build sophisticated first-party data systems that global companies take for granted. Plus, Indian consumers are becoming more privacy-conscious, especially younger users. The brands that figure out how to respect privacy while still delivering relevant ads will have a massive advantage. Regional languages add another layer of complexity. Contextual advertising works great when you can analyze content effectively, but that’s harder when you’re dealing with multiple languages and cultural contexts across different states. **Your Three-Month Action Plan** Stop waiting for perfect clarity and start testing now. Here’s what you can do in the next 90 days: Audit your current data collection. Figure out exactly what information you’re gathering, where it comes from, and what you’d lose if third-party cookies disappeared tomorrow. Most brands discover they’re more dependent on external data than they realized. Pick one first-party data experiment to try. Maybe it’s a newsletter signup that offers real value, a quiz that provides personalized recommendations, or a loyalty program with meaningful rewards. Start small, but start now. Test contextual advertising on a small budget. Choose one product or service and create ads that match relevant content instead of targeting specific user profiles. See how performance compares to your current approach. **The Bottom Line** The most successful brands won’t be the ones who adapt perfectly to whatever Google finally decides. They’ll be the ones who built flexible, privacy-friendly marketing systems that work regardless of which technology wins or loses. Start testing alternatives now, while you still have time to experiment without pressure. Your future customers – and your marketing budget – will thank you for preparing early instead of scrambling later.
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From Myth to Reality: How 82°E Man is revolutionizing men’s skincare

by
April 29, 2024

Brand Introduction

82°E is a modern self-care brand co-founded by global Indian  icon Deepika Padukone and Jigar Shah. We are on a mission to make the practice of self-care simple, joyful, and effective through high-quality and high-performance products. Born in India, for the world, 82°E launched with a set of skincare products that support the fundamentals of skin health, as well as other  categories that support a modern, holistic approach to self-care. This year, 82°E expanded its offering by launching a luxurious Body Care range and most recently forayed into self-care for men with 82°E Man.

Pronounced Eighty-Two East, the brand is inspired by the standard meridian that passes through India and reflects Deepika Padukone’s personal and professional journey as a modern Indian woman who is strongly rooted in her homeland, global in her outlook and appeal and committed to her physical and emotional well-being. Rigorously sourced, carefully crafted and clinically tested: 82°E’s skincare line is made with science and spirit. Each of the brand’s products combines time-tested Indian ingredients with powerful scientific compounds.  

Problem statement:

Despite a growing interest among men for skincare, as evidenced by 30% of respondents in the Mintel Facial Skincare Research expressing a desire to incorporate facial skincare into their routines, a significant hurdle persists. Consumers are overwhelmed with the current skincare landscape characterised by information overload and an abundance of complex products. This shift in mindset reflects a broader sentiment favouring simplicity in skincare, driven by concerns over the potential adverse effects of using multiple products.

Despite the growing acceptance of men’s skincare routines, several myths persist surrounding this topic. One common misconception is that skincare products produced for women can work equally well on men. While this might be true to an extent, fundamentally men’s skin is very different from that of a woman, such as thicker dermis and increased sebum production. Hence, the product designed for a woman might not be the best solution for a problem faced by a male consumer.

Additionally, men’s self-care as a concept is filled with several misconceptions, as the general belief is that self-care is for women and includes spending a lot of time and money on superficial, expensive activities. However, self-care is for everyone, and everyone can benefit greatly from it. Self-care is made up of small acts, and skincare is one of them.

By debunking such myths and providing education on the importance of self-care, we aim to empower men to embrace skincare practices and achieve healthier, more radiant skin.

Key objectives                       

  1. Demystify self-care for men, while breaking the perception that men do not indulge in self-care                                                                          
  2. Create awareness, launch and establish 82°E Man as a trusted self-care companion to simplify skincare through our product rangefor HIM.                        

Plan of execution:

Strategy: To achieve the above objective, a strong 360 degree marketing campaign was conceptualised that included leveraging our strengths across PR, IM etc.

Creative Thought: Care that’s Carefree

See Also
Bisleri ropes in Deepika Padukone as its global brand ambassador

Execution:

  1. To kick start the campaign, we needed to first demystify self-care for men. For this pre launch phase, we partnered with one of the foremost and most significant self-care gurus in the world – Jay Shetty and initiated a conversation around men’s self-care with our Co-Founder, Deepika Padukone
  2. For the launch, we created a compelling brand film introducing “Skincare Simplified by 82°E Man.” Through the video, we continued to Demystify self-care for men, while debunking  the perception that men do not indulge in self-care             
  3. Strategically distributed product seeding kits to influential male figures spanning entertainment, sports, business, and beyond. We saw posts from megastars like Diljit Dosanjh, Baabil Khan, Viraj Ghelani, Ashish Chanchlani, Arjun Kanungo and more
  4. We further amplified the campaign through organic media stories which resulted in press release pickups, product placements in CAT A publications, spokesperson interviews and more. The campaign was prominently featured in top-tier publications including ET Brand Equity, Storyboard 18, and more. We secured extensive coverage in new launch segments of Valentine’s Day gifting features, alongside standalone stories in reputable publications such as Grazia, Cosmopolitan, NDTV, and more.

Results

  1. The brand film garnered 8.2 M views on Instagram
  2. The compelling Jay Shetty X Deepika Padukone self-care video garnered over 12.4 million views making it our highest viewed video, with 19K shares, 16K saves and an additional direct webstore traffic of 100,000 visitors
  3. Jay Shetty X DP content series garnered 13.3 Mn views in total
  4. Through the duration of the entire campaign, the brand’s IG page saw a month-on-month increase in engagement rate (overall engagement rate: 6.99%), a 2412% increase in post saves and a 2099% increase in post shares in the month of launch
  5. We’ve developed a distinct look and feel for the 82°E Man pages to appeal to our target audience, even though it differs from the website’s overall style. This custom approach helped the page effectively grab the attention and engage our users.
  6. We garnered a reach of 461 Million through the combined organic media amplification

Keerthana Ramakrishnan, CMO, 82°E shares, “With the launch of 82°E Man, we aimed to simplify skincare and demystify self-care for men by making it accessible and enjoyable through our product range and marketing initiatives. Our collaboration with Jay Shetty and Deepika Padukone resonated deeply with our audience, solidifying our brand’s position as a leader in modern self-care. We are encouraged  by the results so far and are working towards more initiatives that make skincare and self-care accessible to men.”

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Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.

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