In the digital film, the brand emphasized and commemorated raw, real and unfiltered masculinity.
The southpaw also revealed that his aggressiveness and rigid nature bring the best out of him on the field.
“As a sportsman, constructive aggression is an important part of my game. A good sportsman is equal parts maverick and fearless leader- traits which I have always associated with a brand like Beardo. Their latest campaign of #HairyMasculinity and the values it stood for, felt tailor-made for me. So, we got to talking and the rest as they say – is history,” Jadeja said.
While speaking on the campaign, Sujot Malhotra, CEO, Beardo said, “Jadeja is an icon of the kind of masculinity we stand for, we take huge pride in his joining us to celebrate the good and great, where real men make a real difference, on the field and off it.”
Beardo was founded by Ashutosh Valani and Priyank Shah in 2015. The company offers a diverse range of products that includes beard balm, beard washes, soaps and beard combs.
The FMCG company, Marico acquired a 45 per cent stake in the company in 2017, to solidify its name in the beard grooming sector. In 2020, the company took over Beardo by purchasing an additional 55 per cent stake in the startup’s parent company, Zed Lifestyle.