Beardo & Hrithik redefine evolution with bold 'Bearded Boss' campaign

From the house of Marico - Beardo, India’s leading men’s grooming brand, has unveiled a provocative new campaign featuring Superstar Hrithik Roshan that dares to challenge one of the most iconic concepts in science—Darwin’s Theory of Evolution. The campaign, titled “Evolution Ends with the Bearded Boss,” takes a fresh look at evolution, suggesting that the ‘modern man’ (commonly now associated with the corporate slave) depicted in the “final stage” of Darwin’s theory cannot possibly represent humanity’s peak. 

In the ad, Hrithik Roshan strides through an art gallery showcasing a series of evolutionary images, beginning with apes and progressing through the ages. He stops at the last frame, depicting a hunched, lifeless corporate worker chained to his briefcase, and declares: “Peak of evolution? Wrong.” The ad’s striking visuals juxtapose the monotony of the corporate grind with the empowering image of a confident, well-groomed man who represents success on his own terms. With Hrithik Roshan’s larger-than-life presence and the campaign’s daring narrative, Beardo redefines evolution as an expression of individuality, power, and freedom from conformity. 

Speaking about the campaign, Hrithik Roshan said, “I’ve always believed that the most powerful thing a person can do is live authentically. This campaign isn’t just about grooming—it’s about challenging societal expectations and embracing your individuality.”

Siddharth Vaya, Chief Business Officer at Beardo adds, “This campaign is about redefining evolution. The modern Beardo is more than just a man—he’s a leader, a trailblazer, and someone who chooses to be extraordinary. A beard isn’t just a style; it’s a statement of individuality and power. Why settle for being a cog in the machine when you can be the boss?”