Bombay Shaving Company challenges poor quality aftershave products in new campaign, Marketing & Advertising News, ET BrandEquity

Bombay Shaving Company has launched the #JalnaManaHai campaign to challenge alcohol-based aftershave brands.

Men’s grooming and hair removal brand Bombay Shaving Company has launched the #JalnaManaHai campaign to challenge alcohol-based aftershave brands. With this campaign, the brand wants to highlight the harmful effects of the use of alcohol-based and poor quality aftershave products on the face and skin over time.

The campaign also marks the relaunch of one of its flagship products, the “aftershave balm“, with an improved formulation and new ingredients.

The campaign includes two videos. While the first launch video highlights the physical discomfort caused by post-shave burn. The second follow-up video focuses on the emotional fallout of an irritating and painful aftershave experience. Designed in-house at Bombay Shaving Company, the film stars actor Saloni Khanna Patel. Patel plays the character of a fire woman who saves the protagonist from both physical and emotional burns.

Laalit Lobo, VP of Marketing, Bombay Shaving Company, said, “It is a mystery to me that established personal care and grooming brands have yet to address this pressing concern in the shaving routine. of men and that irritation and burning after shaving is a definite mood. to kill. With this product, complemented by the film and campaign titled “#JalnaManaHai”, we hope to induce behavioral change in men. We want to shake them out of their comfort zone, wake them up from their slumber and demand a better aftershave experience – which our aftershave balm provides.”

Shantanu Deshpande, Founder and CEO of Bombay Shaving Company, added, “Our vision is clear. We want to be in two crore baths with five products, creating ten minutes of pleasure every day. Aftershave balm scores on every point – relevance, value and pleasure. We are confident that this is one of those products that will help men all over India put their “best eyes on the future” every day. »

Deepak Gupta, Chief Operating Officer, Bombay Shaving Company, added, “Since 2021, we have been driving a strong product innovation program at Bombay Shaving Company. The Aftershave Balm is a significant result of these efforts and reinforces our position as “Hair Experts in Hair Removal and Hair Management”. In light of this, we will be making significant investments online and offline in the campaign. “#JalnaManaHai”, which is also our first real integrated product marketing effort – in the traditional FMCG sense”.

Watch the video here:


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