Bassi vs Garnier Men Facewash

Our idea was to create the biggest roast in the history of marketing. First the macho men of India laughed at us after Bassi, comedian with a 4 million following roasted us in his live shows. Then we got his best friend to seemingly convince him. Then 100 comedians joined the challenge. We followed Bassi on tour, used outdoor messages aimed only at him, and escalated the story online. As Bassi resisted, the internet amplified the battle. The finale saw brand ambassador John Abraham step in, turning two weeks of roasts, memes, and stunts into a cultural spectacle.