Tag: John Abraham

  • Rocky Handsome: John’s Action Show Reel

    Rocky Handsome: John’s Action Show Reel

    MUMBAI: Self-aggrandizement is what John Abraham’s Rocky Handsome is all about. From the title to all that John attempts on screen reads like a screen test video of an aspiring action hero. But, then, he is the producer of this film. The story of this remake of the South Korean film,The Man From Nowhere, has a cause that has been tried and tested since the birth of the revenge formula;. And sadly, it has also been done to death over many decades. That the hero is well capable of and trained in combat is a concept that has been worn down to shreds. American vigilante films, Sylvester Stallone films and numerous others have left no novelty value in the theme. Closer home, we have had many films like Vipul Shah’s Commando: A One Man Army (2013) in which actor Vidyut Jamwal in the lead as an ex-army man taking on a local mafia somewhere in North India is so similar.

    John Abraham is the man from nowhere who has landed up in Goa where he runs a pawnshop. Goa being a combination of backpacking tourists and drugs, a pawnshop is a lucrative business to run, because it is not long before these tourists go broke and feed their needs by pawning their ware.

    A victim of the drug mafia is John’s neighbor, a woman who is always high, and pays scant attention to her daughter, Baby Divya. Here, the script and direction start their blundering ways. As if Goa was a one lane township, the whole of Goa, her school and neighbors shun this girl. Why? Because she is a drug addict’s daughter and indulges in small time thefts to cater to her needs. However, she gets along well with John who, despite not showing any outwardly emotions towards her, is fond of her.

    John keeps visiting his past in flashbacks, after all, that is his purpose to propel this film. It seems he was once in love with Shruti Haasan. They honeymoon in Seychelles and, not surprisingly, she comes back pregnant, much to the delight of the duo. John enters a hospital to collect reports when an out of control truck rams into the car in which Shruti waits for him. The killers are, of course, the criminal mafia. But, why? John has had nothing to do with them so far. Are they inviting him to annihilate them?

    John arrives in Goa but shows no indication that he is seeking revenge in this revenge saga. He carries on with his pawnshop with a deadpan expression which is rather convenient for him since his repertoire of expressions is very limited. Doing an expressionless Robert Mitchum helps in such cases.

    Finally, after wasting half an hour, the villains get bored of John’s lethargy and come visiting him. They kidnap both, Divya and her mother. This is an invitation for John to become the mean killing machine that he has been trained as, trained to kill like Stallone was in First Blood! He is an ex CIA or whatever, you are never sure, because the makers are not sure either!

    John the producer and the scriptwriter of this film if it has one, and the director Nishikant Kamath, borrow a scene or a sequence from all the action films ever made so far. In the process, they get grossly mixed up and mess up the final product.

    John, what you are doing in this film is long passé! It can’t be sold with such a poor script and poorer direction! What is even worse is that the director, Kamath, uses this venture to launch his acting career as the villain in chief! Towards this end, he casts all musclemen around him, but looks like a pygmy himself. Now, what kind of villain would he make? John wants to re-launch his career, while Kamat wants to hike a ride.

    All in all, what accounts for Rocky Handsome is poor script, poor to the hilt direction and casting. And what was the reason to make all villains into wannabe comedians, lunatics? Watched too much of Superhero film villains? This is the saddest film about everything in wrong hands. The cast is full of unknown Marathi stage TV actors. They act like zombies.

    With just about every aspect of the film being poor, mindless, the film closes an avenue that was open to John, that of turning producer now that the acting film assignments are not forthcoming anymore.

    Rocky Handsome has scant appeal for family and the high end multiplex audience. Today being a public holiday,it may benefit a bit at B rung plexes and single screens but is poor viewing on the whole.

    Producer: John Abraham, Sunir Khetarpal.
    Director: Nishikant Kamat.
    Cast: John Abraham, Shruti Haasan, Nishikant Kamat, Sharad Kelkar, Nathalia Kaur, Baby Diya Chalwad.

  • Rocky Handsome: John’s Action Show Reel

    Rocky Handsome: John’s Action Show Reel

    MUMBAI: Self-aggrandizement is what John Abraham’s Rocky Handsome is all about. From the title to all that John attempts on screen reads like a screen test video of an aspiring action hero. But, then, he is the producer of this film. The story of this remake of the South Korean film,The Man From Nowhere, has a cause that has been tried and tested since the birth of the revenge formula;. And sadly, it has also been done to death over many decades. That the hero is well capable of and trained in combat is a concept that has been worn down to shreds. American vigilante films, Sylvester Stallone films and numerous others have left no novelty value in the theme. Closer home, we have had many films like Vipul Shah’s Commando: A One Man Army (2013) in which actor Vidyut Jamwal in the lead as an ex-army man taking on a local mafia somewhere in North India is so similar.

    John Abraham is the man from nowhere who has landed up in Goa where he runs a pawnshop. Goa being a combination of backpacking tourists and drugs, a pawnshop is a lucrative business to run, because it is not long before these tourists go broke and feed their needs by pawning their ware.

    A victim of the drug mafia is John’s neighbor, a woman who is always high, and pays scant attention to her daughter, Baby Divya. Here, the script and direction start their blundering ways. As if Goa was a one lane township, the whole of Goa, her school and neighbors shun this girl. Why? Because she is a drug addict’s daughter and indulges in small time thefts to cater to her needs. However, she gets along well with John who, despite not showing any outwardly emotions towards her, is fond of her.

    John keeps visiting his past in flashbacks, after all, that is his purpose to propel this film. It seems he was once in love with Shruti Haasan. They honeymoon in Seychelles and, not surprisingly, she comes back pregnant, much to the delight of the duo. John enters a hospital to collect reports when an out of control truck rams into the car in which Shruti waits for him. The killers are, of course, the criminal mafia. But, why? John has had nothing to do with them so far. Are they inviting him to annihilate them?

    John arrives in Goa but shows no indication that he is seeking revenge in this revenge saga. He carries on with his pawnshop with a deadpan expression which is rather convenient for him since his repertoire of expressions is very limited. Doing an expressionless Robert Mitchum helps in such cases.

    Finally, after wasting half an hour, the villains get bored of John’s lethargy and come visiting him. They kidnap both, Divya and her mother. This is an invitation for John to become the mean killing machine that he has been trained as, trained to kill like Stallone was in First Blood! He is an ex CIA or whatever, you are never sure, because the makers are not sure either!

    John the producer and the scriptwriter of this film if it has one, and the director Nishikant Kamath, borrow a scene or a sequence from all the action films ever made so far. In the process, they get grossly mixed up and mess up the final product.

    John, what you are doing in this film is long passé! It can’t be sold with such a poor script and poorer direction! What is even worse is that the director, Kamath, uses this venture to launch his acting career as the villain in chief! Towards this end, he casts all musclemen around him, but looks like a pygmy himself. Now, what kind of villain would he make? John wants to re-launch his career, while Kamat wants to hike a ride.

    All in all, what accounts for Rocky Handsome is poor script, poor to the hilt direction and casting. And what was the reason to make all villains into wannabe comedians, lunatics? Watched too much of Superhero film villains? This is the saddest film about everything in wrong hands. The cast is full of unknown Marathi stage TV actors. They act like zombies.

    With just about every aspect of the film being poor, mindless, the film closes an avenue that was open to John, that of turning producer now that the acting film assignments are not forthcoming anymore.

    Rocky Handsome has scant appeal for family and the high end multiplex audience. Today being a public holiday,it may benefit a bit at B rung plexes and single screens but is poor viewing on the whole.

    Producer: John Abraham, Sunir Khetarpal.
    Director: Nishikant Kamat.
    Cast: John Abraham, Shruti Haasan, Nishikant Kamat, Sharad Kelkar, Nathalia Kaur, Baby Diya Chalwad.

  • Digi Osmosis’s 3 tier digital marketing campaign for Rocky Handsome

    Digi Osmosis’s 3 tier digital marketing campaign for Rocky Handsome

    MUMBAI: Digi Osmosis, the newly incepted mar-tech agency in partnership with John Abraham and Azure Entertainment, expect to take Rocky Handsome to new heights with a unique digital campaign.  The campaign unfolded in three steps —

    Campaign Phase 1:
    Earlier this year, Digi Osmosis had carried out an event with Twitter and Rocky Handsome. Every person who tweeted with a certain hashtag received a personalised Rocky Handsome poster and with a small message that went with it. A teaser link was also attached to that, which became instrumental in driving impressions to nearly 1.1 million.

    Campaign Phase 2:
    For the launch of the trailer, the concept was simple. All one had to do was log into their Facebook account, go to the Rocky Handsome page, click on the link and subscribe! The subscriber then became one of the few to watch the Rocky Handsome trailer before the world saw it. It became an exclusive preview for the die-hard fans, and turned into one of the most anticipated blockbusters this year.

    Campaign Phase 3:
    Another activity in which Digi Osmosis played a role was a Facebook Live with John Abraham. The star held a Q&A session with his fans on his Facebook page on the 8 March and garnered nearly 3 lakh views. It was an open event and everyone was invited to chat with the star.

    Commenting on the campaign Digi Osmosis founder Manish Kumar said “We are proud to be a part of Rocky Handsome. The team has placed immense trust in us as their digital partner and we are personally invested in driving innovative, quirky and fun digital content that is shareable and make Rocky Handsome the biggest blockbuster of the year.”

    Commenting on the association, producer Sunir Kheterpal added “A unique movie like this requires a special touch and that is why we turned to the team at Digi Osmosis. For Rocky Handsome, the biggest target audience is the youth. The youth are the lifeblood of social media and so, who better than Digi Osmosis to take the lead on the digital front.”

  • Digi Osmosis’s 3 tier digital marketing campaign for Rocky Handsome

    Digi Osmosis’s 3 tier digital marketing campaign for Rocky Handsome

    MUMBAI: Digi Osmosis, the newly incepted mar-tech agency in partnership with John Abraham and Azure Entertainment, expect to take Rocky Handsome to new heights with a unique digital campaign.  The campaign unfolded in three steps —

    Campaign Phase 1:
    Earlier this year, Digi Osmosis had carried out an event with Twitter and Rocky Handsome. Every person who tweeted with a certain hashtag received a personalised Rocky Handsome poster and with a small message that went with it. A teaser link was also attached to that, which became instrumental in driving impressions to nearly 1.1 million.

    Campaign Phase 2:
    For the launch of the trailer, the concept was simple. All one had to do was log into their Facebook account, go to the Rocky Handsome page, click on the link and subscribe! The subscriber then became one of the few to watch the Rocky Handsome trailer before the world saw it. It became an exclusive preview for the die-hard fans, and turned into one of the most anticipated blockbusters this year.

    Campaign Phase 3:
    Another activity in which Digi Osmosis played a role was a Facebook Live with John Abraham. The star held a Q&A session with his fans on his Facebook page on the 8 March and garnered nearly 3 lakh views. It was an open event and everyone was invited to chat with the star.

    Commenting on the campaign Digi Osmosis founder Manish Kumar said “We are proud to be a part of Rocky Handsome. The team has placed immense trust in us as their digital partner and we are personally invested in driving innovative, quirky and fun digital content that is shareable and make Rocky Handsome the biggest blockbuster of the year.”

    Commenting on the association, producer Sunir Kheterpal added “A unique movie like this requires a special touch and that is why we turned to the team at Digi Osmosis. For Rocky Handsome, the biggest target audience is the youth. The youth are the lifeblood of social media and so, who better than Digi Osmosis to take the lead on the digital front.”

  • Nishikant Kamat’s ‘Rocky Handsome’ to release on 5 February, 2016

    Nishikant Kamat’s ‘Rocky Handsome’ to release on 5 February, 2016

    MUMBAI: Nishikant Kamat’s next directorial venture Rocky Handsome is all set to release on 5 February, 2016. The movie stars John Abraham and Shruti Hassan in lead roles.

     

    Set in Goa, Mumbai and Pune, Rocky Handsome is an adrenaline pumping action film embellished with an emotional story of the relationship between a father who never had a daughter and a seven year old daughter who never had a father.

     

    The movie is produced by Abraham and Sunir Kheterpal under the banners – JA Entertainment and Azure Entertainment.

  • ‘Welcome Back:’ Welcome indeed

    ‘Welcome Back:’ Welcome indeed

    MUMBAI: Sequels enjoy a certain amount of brand equity. Welcome Back may have come eight years after it’s the first version, Welcome (2007), but the TV and video circuit nowadays helps the brand stay alive, especially in this case, since most of the main actors are same as in the original.

    Welcome Back has one more similarity with the original, which is that film retains the same story line as the original to the T, well almost.

    Anil Kapoor and Nana Patekar are ex-dons who have given up the world of crime to live a normal life and are running a plush property in the UAE. As Nana never fails to mention, ‘Bhagwan ka diya hua sabkuchh hai,’ a dialogue he keeps repeating ad nauseam. They face many provocations but make all the effort to control their anger and trigger happy nature. Of course, it takes great restraint on Nana’s side as every time he is provoked, his blood pressure shoots up to an extent that the pressure gauge breaks its barrier!

    One fine day, Nana’s father (Nana again in a brief dual role), married thrice already, arrives out of the blue and hands over his daughter, Shruti Hassan, from his third wife, to Nana so that he can live his last days in peace. Actually, he wants to be free to check the prospects of his fourth marriage! Nana and Anil are emotionally blackmailed into looking after her and are on the look out for a good suitor to marry her off.

    Nana and Anil may have changed tracks but their reputation still follows them and when they approach Paresh Rawal and his wife, Supriya Karnik, the only decent family they know, with the proposal of Shruti for their son, John Abraham, he has no alternative but to say yes, albeit reluctantly out of fear of these ex-dons.

    Paresh never knew he had a son because John is Supriya’s son from her first marriage which, again, Paresh did not know about. However, being childless, he agrees to take his wife’s son as his own. However, he needs to meet ‘his’ son first and the couple embark on a trip to India only to discover that John is a local dada and everybody including the cops keep out of his way. Paresh is worked up at first but delighted at the same time that he finally has an answer to Nana and Anil’s muscle power.

    Not knowing Shruti is the one he is supposed to marry once in Dubai, John and Shruti have already fallen in love with each other in Mumbai. Nana and Anil are glad to find out that John is the son of Paresh. That is till John cuts these two ex-dons to size by thrashing all their goons. Humiliated, Nana and Anil decide to make sure John never gets Shruti. That is their revenge!

    Soon, another angle opens up. There is a super don above all of them in Naseeruddin Shah, who is called Wanted bhai. It so happens that his drug addict son, Shiney Ahuja, has fallen for Shruti too and keeps painting her portraits all the time. Shah is too powerful for Nana and Anil. But, they are happy that they are getting their revenge from John. While they make sure John is kept away from Shruti, John and Paresh along with Shruti, make their own plans to outwit them as well as Shah and Shiney.

    The process leads to a huge quagmire between three sides but is peppered with funny moments and witty dialogue. In fact, there is a sequence where Nana and Anil end up playing antakshari with imaginary ghosts in a cemetery! The climax is off the routine too and visually good. As in the original the hero saves the villains from death leading to the end of all feuds.

    Welcome Back has two plus points working for it: the casting of male characters and the dialogues; female casting, though, leaves much to be desired. But, then, when you have so many men to be paid, the producers need to cut costs somewhere. The male cast is all known for talent and a flair for comedy. John can be counted out since his role needs muscle flexing, which he does as and when needed. Music is a liability despite having five composers on the credit lists but the makers have tried to make it tolerable with choreography, which includes huge crowds and costly sets. Photography is decent. Some scenes have been stretched and could have done with sharper editing.

    As for performances, Anil, Nana, John, Shah, Paresh are in their element. Shiney is okay. Dimple is cast against her image but passes muster. Shruti is fair while Ankita Shrivastav is miscast and a no go. In fact, Surveen Chawala, who does an item song, has better presence.

    Welcome Back is an entertainer, which does not disappoint and with the decent opening response that it has received, it should be an entertainer for its makers too.

    Producers: Firoze Nadiadwala

    Director: Anees Bazmi

    Cast: John Abraham, Shruti Haasan, Anil Kapoor, Naseeruddin Shah, Paresh Rawal, Nana Patekar, Dimple Kapadia,Shiney Ahuja, Ankita Srivastav, Supriya Karnik

    ‘Lakhon Hain Yahan Dilwale:’ Old-fashioned fun

    Lakhon Hain Yahan Dilwale comes from a first time filmmaker, who decided to wield the megaphone after bouncing the idea around on other directors, convincing none. The idea was to make a musical love story but with melody makers at premium in the modern film music industry, the maker, Munnawar Bhagat, takes recourse to melodious hits from days of Shankar Jaikishan, Madan Mohan, Laxmikant Pyarelal and other such wizards and weaves a story around these songs.

    Vije Bhatia has landed in Mumbai to make a profession out of his hobby of singing. Mumbai is still in its 1960 era of Raj Kapoor films or so it seems. Vije is given shelter, love and care by people while he strives for his talent to be noticed. To this end, he turns a busker. He starts singing and strumming his guitar at street corners. Inevitably, a crowd gathers and dances and claps to his renditions wherever he sings. Once he starts a song, which is actually a duet and gets stuck when the female part is to be sung. The crowds jeer him as if they had paid for his performance! But, one of his fans who comes to listen to his songs every day, Krutika Gaekwad, fills the void by singing the female version.

    No filmmakers pass by Bhatia’s spot to discover him but a small time event manager, Arun Bakshi, does notice him. He was supposed to arrange some Anupji at Mrs Narang’s (Anju Mahendroo) party that evening but Anupji takes ill or maybe his flight never landed. He is convinced these two street singers can fill the gap. Reluctant at first, Anju is convinced to give them a chance. She has a makeover artist handy who turns the shabbily dressed singers into pop stars. Vije and Krutika enthral the guests and the host with melodious numbers from films of yore.

    The pair is hit and at the same party they are signed on for a few more parties. The inevitable happens. Both are attracted to each other. However, Krutika has a past that won’t allow her this romance. She has a husband, Aditya Panscholi, a mother-in-law, Kishori Shahane, and a daughter. Her husband is usually in jail and calls himself a local ‘dada’. Now out of jail, he sees new prosperity in his house and instantly takes to beating Krutika. She is banned from not only singing but even stepping out of the house. He is brutal, to say the least.

    While the first half is like a special episode of Chhayageet (once an immensely popular Doordarshan programme), the second half takes a detour to tell a story. The film takes a mushy turn for a while as melodies take a backseat till the climax.

    The film’s story is rather old-fashioned and what makes its only USP as a stream of old melodies. The script is contrived and the direction is amateurish. Cinematography is good. Dialogue is routine. Production values and props are patchy.

    Good performances come from Krutika and Kishori Shahane. Aditya is too loud. Arun and Anju are okay.

    Lakhon Hain Yahan Dilwale is fun to watch thanks to its old songs, that is if people bother going to the cinema to check it out.

    Producer: Munnawar Bhagat

    Director: Munnawar Bhagat

    Cast: Aditya Pancholi, Vije Bhatia, Krutika Gaekwad, Kishori Shahane, Arun Bakshi, Anju Mahendroo

  • Upen Patel refuses to endorse fairness products

    Upen Patel refuses to endorse fairness products

    NEW DELHI: Even as Bollywood’s Greek God Hrithik Roshan signed on the dotted line to endorse Emami’s Fair and Handsome face wash brand, actor Upen Patel has joined the list of actors who have refused to endorse fairness products as it encourages racist stereotypes.

     

    Bollywood actors like Akshay Kumar, Ranbir Kapoor, Randeep Hooda, Nandita Das, Bipasha Basu and Kangana Ranaut have previously refused to endorse fairness products. 

     

    On the other hand, actors like Shah Rukh Khan, John Abraham, Arjun Rampal, Shahid Kapoor, Deepika Padukone, Sonakshi Sinha, Priyanka Chopra and Yami Gautam amongst a host of other actors have no qualms endorsing these products.  

     

    A source from the film industry said, “Upen was recently approached by a skin care brand asking him to endorse a skin-lightening product. But apparently, he turned down the brand. He refuses to endorse anything that puts a value or discriminates a person based on his skin colour, taking a stand similar to what Nandita Das had done a few years earlier.”

     

    Confirming the news, Patel said, “This fair skin obsession has to be discouraged. It is so regressive and problematic to put a value, negative or positive to skin colour. It is actually the seeds of racism and only promotes low self-esteem. For me, I believe in loving yourself just the way you are. Dusky, dark or wheatish, you are perfect.”

  • Hero Indian Super League ushers in football revolution

    Hero Indian Super League ushers in football revolution

    MUMBAI: The most anxiously awaited Hero Indian Super League (ISL) finally unveiled its official emblem at a grand event attended by the organisers and franchise team owners. The league also saw the unveiling of its official line- ‘Let’s Football.’

     

    At the beginning, IMG Reliance chairperson Nita Ambani said, “ISL hopes to act as a foundation in creating an ecosystem to nurture talent and make our own national football heroes.” She also added that the Reliance Foundation plans to reach out to 10 lakh kids in India for the first year to help them play the game of football at the micro level.

     

    ‘Let’s Football’ – is an apt fit to its ambition in connecting with today’s youth and creating interest in millions to play the sport professionally. The emblem with hexagons combined to form a football symbolises collaboration of passion, energy and enthusiasm among its stakeholders. Colours chosen to represent the league conveys the values and emotions, with red signifying the energy, passion and action, while blue exudes confidence, trust and responsibility; both seamlessly combining to represent the league’s values.

     

    Star India COO Sanjay Gupta commented, “This is the birth of a footballing nation. This is something that has never been attempted before and marks a historic turning point for the future of football in India. What you will experience is a world class spectacle-in stadium, on television, on your mobile screen and across all digital devices.”

     

    “We plan to attract and nurture the best of Indian talent to play with marquee players selected from 20 countries, spanning five continents,” added Gupta.

     

    The event began with Nita Ambani leading the eight league partners to sign a pledge- committing to the vision of ISL, which is to bring a football revolution across the country.

     

    IMG football vice president Andy Knee said, “The potential for football in India is truly immense and the ambition for the league is to spark a revolution for the game so as to encourage teenagers, even hundreds of millions of Indians to start playing, following and watching the sport.”

     

    Bollywood actor Abhishek Bachchan was declared as the new team owner of the Chennai franchise. Joining him were other owners like Sachin Tendulkar, John Abraham, Ranbir Kapoor, Sameer Manchanda, Utsav Parekh, Kapil Wadhawan, Team Goa ambassador Varun Dhawan among others like AIFF president Praful Patel.

     

    Each of the teams said that they would help develop football at the grass root level, the announcements of which will be made in the weeks to come.

     

    Scheduled to kick off on 12 October 2014, the Hero Indian Super League will see some of the greatest players in action from the world of football.

  • Hero MotoCorp ISL player draft on 21 July

    Hero MotoCorp ISL player draft on 21 July

     

    MUMBAI: Monday 21 July is a big day for Indian soccer. The excitement associated with the Indian Premier League player selection process by the various team owners annually is all set to hit Indian football, as the first player draft for the Star India and IMG-Reliance promoted Hero MotoCorp Indian Super League (ISL) gets underway. Up for grabs will be domestic footballers and the various teams will be putting up their bids to acquire them until Wednesday.

     

    While the draft will be done along the lines of Major League Soccer of US, two franchises – Videocon Group owned Goa team and Bollywood actor John Abraham’s Guwahati team  – will not be participating in it. Reason: the two have already selected their players from their respective I-League teams namely Dempo, Salgoancars and Shillong Lajong.  

     

    According to a PTI report, a total of 92 players will be available to the franchises at the draft.  The list includes 32 players from the I-League clubs (on loan) and the rest are players who have been directly signed for the central pool by IMG-Reliance. Among those are players like internationals Gourmangi Singh and Nirmal Chetri.

     

    Sources expect close Rs 25 crore to be spent during the three day player draft.  The I-League clubs which have released their players to take part in the first edition of the tournament are Kolkata’s glamour outfits East Bengal and Mohun Bagan, Mumbai FC, United SC and Rangdajied United FC.

     

    Each team will have a minimum squad strength of 22 footballers, including one marquee player, seven internationals and 14 Indian ones. The players can be selected at a fixed price only.

     

    The eight participating franchises in the inaugural edition of Hero MotoCorp ISL are Atletico de Kolkata, Delhi Dynamos FC, NorthEast United FC, Kerala Blasters FC, Team Goa, Team Pune, Team Mumbai and Team Bangalore.

     

    The tournament is being backed by the All India Football Federation, which has created a window – between 18 September and 7 December – for the event. 

  • Philips India adds celebrity quotient to its male grooming category

    Philips India adds celebrity quotient to its male grooming category

    MUMBAI: Macho man is passé; metrosexual is the current breed of men who with a high disposable income is the most promising consumer today.

     

    They don’t mind filling their shopping carts with make-me-look-good goodies. And this is the reason why a bunch of male grooming products have sprung up in the last few years.

     

    The male grooming segment which was projected to be Rs 1,500 crore market in 2012 is expected to reach Rs 5,300 crore by 2016.

     

    According to a Nielsen study on the Indian male grooming segment, there is a rising aspiration among Indian men to look groomed, which has led to the Indian men’s grooming market’s rapid growth of more than 34 per cent.

     

    The Nielsen study further stated that this growth is faster than the growth rate of the total personal care and beauty industry in India. The research company believes time is ripe for beauty and grooming brands to make the most of this growing male attention.

     

    The segment can be divided into sub categories: beauty range of products and grooming gadgets (manual and electronic).

     

    As per a report by Euromonitor International on male grooming sector in India, Gillette India lead men’s grooming with a value share of 28 per cent in 2012. The company has a strong horizontally diversified portfolio of razors and blades, with brands such as Mach, Vector, 7’O clock and many more, enhancing its long term sustainability. Hindustan Unilever was second, accounting for a 15 per cent share. These products fall in to the manual sub category.

     

    On the other hand, in the electronic sub-category, Philips with a range of grooming gadgets for men including trimmers, shavers and stylers, is ruling the market share, claims the company.

     

    To take a step further, the brand is set to roll out an extensive marketing campaign.

     

    The brand has decided to add celebrity quotient to its communication and has roped in actor Arjun Kapoor to be its face in the country. It can be noted that earlier John Abraham was its brand ambassador.

     

    The TVC which went on air on 10 July has been conceptualised and created by Ogilvy & Mather. The brand will also splash its communication on other media platforms. About 15-20 per cent of its marketing budget is expected to be invested on digital.

     

    The business of electronic brands of this segment is growing at 30-40 per cent year on year, mentions Philips India director marketing-personal care Anurita Chopra.

     

     “The Indian market is fast adopting this particular category. The reason to bring Arjun on board is mainly because he brings in positivity which we as a brand are trying to promote through our communication,” says Philips India president consumer lifestyle ADA Ratnam.

     

    However, the pricing strategy of the brand is to make it affordable.