Dove Men + Care has rolled out a campaign, '#CareNotTroll', featuring sports presenters and cricket commentators, including Gaurav Kapur, Harsha Bhogle, Anil Kumble and Sanjana Ganesan.

The campaign comprises a film. It uses an interview-style format to spotlight players and their perspectives on trolling within the industry. They talk about the impact of online negativity on their personal lives and those close to them. The film concludes with a powerful message - that true strength lies in choosing not to troll, thus challenging the stereotype that being kind or gentle is unmanly.

What we think about it: An impactful storytelling, the ad film sends out a powerful message. It addresses the problem of online trolling that plagues the cricketing world. Brilliant narrative with on-spot cricket references but there is a gap in tying the same to the brand and the product being advertised. 

The film released on 15 May.