Bombay Shaving Company, India’s premier grooming solutions company has launched a drive to spread festive cheer, counting down to the new year, 2022 with the campaign titled ‘Shaves for Good’. Fuelled with the belief that ‘behind every face there is a smile waiting to be discovered’, Bombay Shaving Company has been taking its mobile salons to unlikely locations, far removed from swanky malls and typical premium establishments in Delhi/NCR; providing free makeovers to people who typically do not have access to world-class grooming experiences.
By doing this, Bombay Shaving Company hopes to bring 10 minutes of joy to many, in an otherwise mundane day.
The campaign is led by a film based on real events from the drive and makeover sessions. It features the physical and emotional transformation of a police patrolman, a tea vendor, and a mechanic with his wife. The mobile salon was accompanied by the filmmaking crew at ‘Chobi’ and Director of Photography, Manas Tiwari who have beautifully captured the larger than life spirit of this initiative. The script was conceived and written in-house by senior brand marketing manager, Aurnob Godinho.
Watch the film here.
Sharing his thoughts on the campaign, Shantanu Deshpande, Founder and CEO of Bombay Shaving Company said, “We believe that when people look good, they feel good. And when they feel good, they’re the best versions of themselves. As a brand, we want to give everyone, irrespective of where they come from, the opportunity to be the best version of themselves.”
“This is in sync with the brand’s positioning that encourages its consumers to ‘Put Your Best Look Forward’,” says Laalit Lobo, VP, Marketing at Bombay Shaving Company. “In life, you can never be sure of success, but we believe being well-groomed is half the battle won. A few minutes spent prepping your look to take on the day goes a long way in giving you the confidence to win,” he added.
The brand film also comes at a time when Bombay Shaving Company is pushing the boundaries of access to an audience beyond online and upmarket neighbourhoods in major metros. “Our intent is to continue to take the delightful Bombay Shaving Company experience beyond top ten metro audiences with innovative personal care and hair removal products,” said Deepak Gupta, COO at Bombay Shaving Company. This sentiment reflects in the brand’s aggressive distribution expansion in offline trade across Tier 1 and Tier 2 markets and 360 degree marketing approach, as it aims to be a pure play FMCG major in the men and women’s grooming and hair removal market.