New Delhi, Nov 19: Hunter, is celebrating International Men’s Day 2025 with a culture-forward campaign titled “Men Don’t Need Words- They Just Get It.” The idea is rooted in a simple, universal truth – men often communicate without long speeches or elaborate explanations. A single nod, a quick stare, a half sentence, or even complete silence can say everything. This campaign captures that unspoken brotherhood, the quiet understanding, and the effortless camaraderie men share with each other.

The digital-driven campaign highlights how plans, emotions, encouragement, or even mischief among men often need no words at all. To bring consumers into the celebration, Hunter is launching a nationwide contest inviting people to share their funniest, real-life “Chal Peene Chalte Hai” moments with their friends. Participants can comment on the brand’s social pages with a personal moment where they and their friends instantly understood each other without speaking & commented with funny replies. The funniest three entries will win the exclusive Hunter Merchandise, with the campaign being amplified through humorous reels, short videos, static posts, and user-generated content.

Speaking about the initiative, Lily Bagga, Chief Marketing Officer, SOM Distilleries & Breweries Ltd., said, ““When we designed this activity, we wanted to highlight something simple yet deeply meaningful – the way men connect and understand each other without saying much. That thought became the heart of our contest, built around the iconic ‘Chal Peene Chalte Hai,’ a line every man turns to – whether it’s to get past a problem or celebrate a big win. It captures how men deal with life through simple solutions, shared laughs, and an unspoken bond. Through this contest, we’re inviting people to share the real, funny, and relatable moments that capture this connection. International Men’s Day matters because it reminds us to acknowledge these friendships, this support, and the easy understanding men carry through every stage of life. With this campaign, we’re celebrating that spirit and encouraging everyone to join the fun.”

By celebrating International Men’s Day through this behaviour-led, insight-driven campaign, Hunter reinforces its legacy as a brand that understands the real fabric of male friendships – simple, honest, and effortlessly connected. The “Men Don’t Need Words -They Just Get It” campaign strengthens Hunter’s position as the beverage of brotherhood, bringing consumers together to celebrate moments that are felt more than spoken. The campaign has been conceptualised and executed by Lyxel & Flamingo, the creative agency partnering with SOM Distilleries.

SOM Group of Companies is one of India’s leading alcobev manufacturers, offering a diverse portfolio of premium spirits, and ready-to-drink products. Headquartered in Bhopal, Madhya Pradesh, the company has a strong presence across multiple states and exports to several international markets. SOM Group of companies is committed to quality, innovation, and customer satisfaction. With a focus on expanding its footprint through strategic investments and state-of-the-art manufacturing facilities, Som Distilleries continues to shape the future of India’s beverage industry.