Dove The Family Man campaign turns Srikant Tiwari into the Dove Man

Dove The Family Man campaign brings together a cult streaming character and a global care brand to question what masculinity really looks like in Indian homes. By casting Manoj Bajpayee as Srikant Tiwari in an interview style film, Dove Men Care sets out to break the idea that real men are indifferent, rugged and careless about grooming or emotion.

How Dove The Family Man campaign reimagines the Dove Man

At the heart of the collaboration is a contrast between two versions of the same man. On one side is Srikant Tiwari as audiences know him from the Prime Video series a stressed intelligence officer with a cynical outlook and a tendency to dismiss grooming, feelings and family rituals. On the other is the Dove Man that the brand wants to champion a man who sees care as strength, not weakness.

The film opens with Srikant leaning into the stereotype. He shrugs off self grooming, barely hides his irritation with his sons flute practice and reacts dryly to his daughters suspension. His wife, son and colleague all agree that he is nowhere close to being a Dove Man. It is a gentle but pointed mirror to how popular culture often paints fathers and husbands as checked out, gruff figures.

Slowly, the narrative pivots. The same man who mocks rituals is shown as fiercely protective of his family. He drops everything to support his sons hypnosis sessions and quietly does what his wife asks of him. The humour remains, but the frame shifts from what he is not to what he consistently is present, loyal and deeply involved.

Why use The Family Man to talk about male self care

Using a beloved character lets Dove Men Care meet audiences where they already are. When should a brand borrow a fictional persona to talk about real behaviour It works best when the character reflects everyday contradictions. Srikant is flawed but recognisable the father who grumbles but shows up, the husband who argues but listens.

By aligning him with the Dove Man idea, the campaign sends a simple message care is not about perfect routines or flawless communication. It is about everyday acts that show emotional investment. Grooming becomes part of that same language of care, not an isolated vanity ritual.

A long running effort to redefine male care

The film also sits within a larger global arc. Dove Men Care first launched in 2010 in the United States and United Kingdom with a clear goal to move men away from the stoic, emotionally distant stereotype. Over time, the brand has used sport and fatherhood as entry points into this conversation.

Internationally, Dove has worked with names such as Marshawn Lynch, Ben Youngs, Jim Calhoun, Kevin Ollie and David Pocock to show athletes as caregivers, mentors and emotionally available figures. In 2020, the Black Men Care campaign with Chris Paul, Jaylen Brown and Aaron Gordon challenged narrow portrayals of black men by spotlighting tenderness and responsibility.

In India, Dove has tied male care to digital behaviour as well. Collaborations with voices like Harsha Bhogle, Gaurav Kapur and Anil Kumble for initiatives such as Care Not Troll have urged men to rethink how they engage online and to reject toxic trolling.

Connecting Srikant the family man with everyday Indian men

The latest collaboration with Prime Video continues this shift. Instead of focusing only on face wash or body wash benefits, Dove The Family Man campaign uses storytelling to ask what makes a man worth looking up to. Is it ruggedness and emotional distance Or is it the willingness to show up for family, apologise, learn and participate in daily life

By letting Srikant Tiwari slowly grow into the Dove Man, the film tells viewers that they do not have to be perfect to belong in that space. They only have to recognise that care is powerful.

With The Family Man returning for season three on twenty one November, the partnership also taps into renewed buzz around the character. Earlier promos featuring creators like Samay Raina, Apoorva Mukhija and Tanmay Bhat played up his no nonsense outlaw side. Dove now flips that coin to show the softer centre of the same man.

Through Dove The Family Man campaign, the brand extends its long standing mission of redefining masculinity in a way that feels rooted in Indian homes. By reframing Srikant Tiwari from rugged stereotype to quiet caregiver, Dove Men Care reminds viewers that the real Dove Man is not the toughest guy in the room, but the one who cares enough to show up.

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