Wild Stone’s Latest Ad Reignites Debate On Gendered Marketing

A Story With Sentiment

The new Wild Stone soap film opens on a touching scene. Ashutosh, a young boy, greets his relatives and leans toward his dozing grandfather for blessings. The elderly man stirs, catches a familiar fragrance, and is suddenly reminded of his late wife. Convinced it is the same scent she once wore, he brushes aside his daughter-in-law’s correction and embraces his grandson, moved by memory.

The setup is poignant, evoking nostalgia and deep familial bonds. However, just as the story tugs at heartstrings, a voiceover cuts in with a hard sell: “Lady’s soap suits only the ladies. You use a men’s soap. Wild Stone.”

When Messaging Misses The Mark

This sudden shift jars the narrative. Instead of leaving the viewer with a message of memory and connection, the brand reinforces a dated notion that soap must be gendered. The implication that men should avoid products marketed toward women feels out of step with modern consumer sensibilities, where individuality and choice matter more than rigid rules.

Such positioning echoes a decade-old playbook. Emami’s Fair and Handsome once told men to stop using women’s fairness creams, with Shah Rukh Khan as its face. At that time, the campaign leaned into defining masculinity through contrast. Today, the Wild Stone film feels like a replay of that strategy in an era where gender boundaries in personal care are increasingly blurred.

The Agency Behind The Work

The campaign is created by Moonshot, an independent agency known for edgy, attention-grabbing work. From roping in Johnny Sins for a Boldcare spoof to bringing Bollywood stars into quirky auditions for CRED, the agency has built a reputation for shock value and virality.

Yet, this style has also faced criticism. Mokobara’s campaign earlier this year drew flak for resembling an old Carlton ad. Wild Stone now faces similar scrutiny — while the story is touching, the reliance on outdated gender tropes makes the ending feel clumsy and disconnected from the emotional buildup.

A Reminder For Modern Brands

The Wild Stone campaign raises a larger question: should brands still lean on rigid gender divisions in categories like soap and skincare? With today’s audience open to unisex products and inclusive messaging, the commercial risks alienating rather than inspiring. What could have been a powerful narrative on memory and fragrance ends up being weighed down by old-fashioned stereotypes.

Follow Marketing Moves on Instagram and Facebook for more updates on advertising trends, brand strategies, and campaigns shaping India’s marketing landscape.