The men’s apparel brand promises comfort and has expanded the brand experience to various conversations that impact men DaMENSCH, a men’s premium essential wear brand, launched its campaign #TrueShades featuring men with different shades of skin to talk about getting comfortable in your own skin. With this campaign, the brand brings to fore how men are also on the receiving end of unwanted attention and sometimes trolling on social media when they don't abide by the conventional beauty standards. Commenting on the concept behind putting this campaign together, Deepti Karthik, Senior Vice President Marketing, DaMENSCH said, “Holi is a festival of colours but it's not enough to embrace colours only on one day of the year. With this campaign we want to inspire embracing #TrueShades every day of the year. We want to celebrate men who come in all colours of light, dark and in-between and share their narrative to talk about how men also bear the brunt of discrimination based on their skin colour. This campaign is an attempt to make men comfortable in their own skin, which in essence are their #TrueShades.” The campaign narrates four unique stories of men, who have chosen their #TrueShades and are comfortable in their skin.