Wild Stone has rolled out a campaign #LogTohNoticeKarenge (people will notice), featuring actor Lakshya Lalwani, to showcase its new product offering.

Conceptualised by Moonshot, the campaign comprises an ad film.

The film opens with a family gathered in their living room over evening tea, joined by visiting relatives. The son enters after a shower, and his mother asks him to greet everyone and seek blessings from his mamaji (uncle), who is in a wheelchair with weak eyesight. As the boy bends down, the uncle takes his hand, pauses, and says with emotion, “Vasudevi… after so long.” The mother quickly corrects him, saying it’s her son. But the uncle insists he knows what he’s saying, mistaking the boy for a woman because of the soft, floral fragrance of the soap he used. The narrative then pivots to Wild Stone Soap, positioned as the bold, unmistakably masculine alternative that ensures you’ll be noticed for the right reasons.

What we think about it: The film sets up an engaging, relatable family scene but quickly pivots into a dated, sexist trope that undercuts its creativity. While Lakshya Lalwani brings charm, the message leans too heavily on tired gender binaries to sell a soap.

The campaign was rolled out on 27 September across social media.