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Tag: Mens Grooming

  • From codes to scents: BSC appoints Rohit Taneja as category lead for fragrances

    From codes to scents: BSC appoints Rohit Taneja as category lead for fragrances

    MUMBAI: In a world brimming with transformative journeys, Rohit Taneja’s story stands out as a masterclass in reinvention. Once immersed in the world of software engineering, Taneja has pivoted his career to become a seasoned product leader.

    Now, as Bombay Shaving Company’s newly appointed category lead for fragrances, he embarks on an ambitious mission to shape the company’s foray into the captivating world of scents.

    Armed with over a decade of expertise in marketing and brand management, Taneja is poised to craft a fragrant legacy that redefines the company’s expansion strategy.

    Taneja’s career began as a software engineer at Infosys. He then transitioned into marketing with DDB Mudra Group, leading brand perception studies for major clients. His tenure at The Goodyear Tire & Rubber Company as a sales manager saw him managing sales across Rajasthan, Madhya Pradesh, and Gujarat. In 2019, Taneja joined Bombay Shaving Company, serving as associate director of consumer insights & marketing. In this role, he focused on understanding Indian grooming and beauty preferences, translating data into actionable insights, and enhancing customer loyalty.

    Taneja holds a Post Graduate Diploma in Communications Management from MICA, where he was among the top students in Account Planning. He also earned a Bachelor of Technology in Electronics & Communication from Uttar Pradesh Technical University.

    In his new position, Taneja will lead the development and marketing of Bombay Shaving Company’s fragrance line, aiming to strengthen the brand’s presence in the men’s grooming market.

    Bombay Shaving Company continues to innovate in the grooming industry, offering a range of products designed to enhance the grooming experience for men across India.

  • Zlade Ballistic ropes in Milind Soman as brand ambassador

    Zlade Ballistic ropes in Milind Soman as brand ambassador

    Mumbai: Zlade, one of the fastest growing men’s grooming brands in India, has onboarded celebrated supermodel and actor Milind Soman as the brand ambassador for their Zlade Ballistic range, a dynamic assortment of below-the-belt grooming and intimate hygiene products.

    With the multi-faceted Milind Soman coming aboard, Zlade Ballistic aims to strengthen its presence in the men’s intimate grooming and hygiene segment by creating awareness around the importance of ‘manscaping’ among its target audience in India.

    This collaboration will see national heartthrob Milind Soman taking centerstage as Zlade Ballistic rolls out an elaborate campaign that involves social experiments, droolworthy photoshoots, and what is touted to be one of the quirkiest and most interesting ad films to grace digital platforms.

    To mark this association, the brand released some exclusive behind-the-scenes footage to kick-off the campaign through its YouTube and social media channels. In this video, Milind is seen in an animated, candid conversation about manscaping with his manager. Considering that intimate grooming, pubic hair removal, and intimate hygiene for men have always been tricky and conventionally taboo topics, Milind cleverly uses humour to draw attention towards the subject, also involving the general public to chip in with creative ideas.

    Speaking about the importance of creating awareness around manscaping or men’s intimate grooming, Zlade co-CEO & co-founder Suraj Chaudhari said, “There is a tendency in our society to avoid conversations about intimate grooming and hygiene. It is important to us as a brand to normalise the notions people have about manscaping (and create awareness around the subject and the problems or infections the lack thereof can lead to). Milind Soman has always been the epitome of health and fitness and he has never been shy to call a spade a spade. These aspects of his personality, along with his undying popularity across age groups and genders, make him the ideal fit for Zlade Ballistic. Zlade’s association with him will make Indian men more aware of their intimate grooming and hygiene habits. As a company, we aim to introduce manscaping to India and revolutionise the men’s intimate grooming landscape.”

    Always known to speak up about issues that matter, model, actor, and fitness enthusiast Milind Soman said, “Feels good to be a part of this campaign by Zlade Ballistic! They are a purpose-driven Indian brand that is pioneering change in the men’s grooming segment; intimate grooming in particular. With a shared vision, Zlade Ballistic and I want to throw light on societal stereotypes when it comes to pubic hair, manscaping, and intimate grooming, and spark a necessary and candid conversation about below-the-belt grooming habits since it ties directly to hygiene, lifestyle, intimacy, and more. I’m delighted to be a part of this initiative.”

    With a range of hair removal and intimate hygiene products already in the market, Zlade co-CEO & co-founder Mihir Vaidya said, “With the new Zlade Ballistic range of hi-tech trimmers, we are constantly innovating and making below-the-belt grooming safe, hassle-free, and convenient. Our collaboration with Milind Soman will help us amplify awareness around this category as well as our products across markets. We are thrilled to have him on board.”

    The brand, rapidly growing into a force to reckon with in the Indian grooming and personal care industry, also recently conducted an interesting social experiment to understand India’s take on manscaping. The interactive vox-pop engaged random people in candid discussions around intimate grooming, men’s intimate hygiene, pubic hair, sexual intimacy, and women’s preferences towards men’s below-the-belt grooming.

  • Bombay Shaving Company ropes in Rannvijay Singha as the face of its trimmer range

    Bombay Shaving Company ropes in Rannvijay Singha as the face of its trimmer range

    Mumbai: Bombay Shaving Company (BSC) has signed Rannvijay Singha in an exclusive endorsement deal. The grooming brand has also introduced a video-led campaign, “Take It From The Experts.” The campaign video was directed and executed by Bandstand Entertainment.

    Singha will be the face and spokesperson of Bombay Shaving Company’s latest range of trimmer products starting this month. The announcement comes right on the heels of the company’s lucrative association with the Mumbai Indians earlier this year. It clearly demonstrates the brand’s intent to go all-in to revolutionise men’s grooming in the country.

    The engagement with Rannvijay kickstarts with an exciting and irreverent marketing campaign for BSC’s latest range of men’s trimmers. In the video-led campaign, confidently titled “Take It From The Experts,” Rannvijay will be seen enabling and urging the youth to make better grooming choices by trusting the expertise of Bombay Shaving Company instead of falling for the gimmicks of non-core grooming brands operating in the category.

    Speaking of his association with the brand, Rannvijay said, “Thanks to the nature of my work, I’ve had the good fortune of spending a lot of time with the youth of this country. I’ve seen firsthand how confidence changes lives for many. A lot of that self-confidence is derived from looking and feeling good. That’s why they deserve grooming solutions driven by expertise. I’ve been an avid user of Bombay Shaving Company’s trimmers for some time and can personally vouch for the thought and attention to detail that goes into their products. It’s a pleasure and privilege to be associated with them.”

    Commenting on the partnership, Bombay Shaving Company chief operating officer Deepak Gupta added, “We have an extremely optimistic outlook on the trimmer category per se, and are superbly placed in terms of product innovation and equity to serve it well. Starting September, and in the following months, we’re poised to scale to three times our current volumes, and seriously challenge current incumbents. More substantially, we believe that unwanted hair removal creates the biggest delta in the perception of self-image and appearance, and we are committed to becoming the brand of choice whenever a 15-year-old is ready for his first shave or trim. The association with Rannvijay – someone an entire generation looks up to – becomes even more meaningful from this perspective.”

    “Very few understand the hopes and aspirations of a young generation of men better than Rannvijay. We are delighted to have him on board not only as the face of the trimmer range, but perhaps even as a guide and inspiration for our activities to come. We are going to market with a range of trimmers that score high on design, performance, value, and other nuanced features based on deep learning as grooming experts. We’re confident Rannvijay will convey our proposition with substance and impact to over two crore Indians across metros and non-metros in the months to come,” said Bombay Shaving Company vice president of marketing Laalit Lobo.

    Elaborating on creative execution, Bombay Shaving Campaign creative director Broti Roychoudhury commented, “The problem statement was clear. Trimmers as a category demand a grooming expert’s presence and voice. “Take It From The Experts” makes the point with clarity, conviction and chutzpah, i.e., palatable to a younger (gen Z and millennial) audience. The tone and treatment is deliberately eclectic and quirky, which distinguishes it from regular category codes, with clear impact moments that viewers will recall. And I’m so happy that Rannvijay hopped on without hesitation and added his own unique flavour to the campaign. Now we’re all set to deploy it in many interesting ways across online and offline channels.”

  • Roposo unveils new men’s grooming brand with actor Rana Daggubati

    Roposo unveils new men’s grooming brand with actor Rana Daggubati

    Mumbai: Creator-led live entertainment commerce platform Roposo and actor Rana Daggubati on Thursday announced the launch of their co-created men’s grooming brand DCRAF.  

    DCRAF is derived from ‘D’ for Daggubati, and ‘Craf’ – a colloquial short form of the English expression ‘Hair Craft’ – popularly associated with men’s grooming in Telangana and Andhra Pradesh. It will cater to millennial and gen-Z men in tier-1 and 2 markets. The brand has grooming products for face, beard, and skincare categories.

    “DCRAF was created with the belief that grooming and taking care of oneself should not be tedious. By overly complicating grooming rituals, most brands tend to alienate consumers and deter men from experiencing the joy that comes with looking and feeling good. DCRAF aims to simplify grooming through the tagline ‘It’s that simple’ and well-designed products,” Roposo said in a statement.   

    DCRAF uses fun, creative adaptations of Indian faces from across the country and various regional scripts in its branding as a celebration of India’s diversity. The brand also plans to launch a reality show, live and exclusive on Roposo and Glance, to find a user who will be the next face of DCRAF. The winner will feature on DCRAF packaging and will join Daggubati in representing the brand. 

    The men’s grooming market has been growing rapidly in India and is one of the major focus areas for live commerce on Glance and Roposo. According to market estimates, the industry is expected to reach $1.2 billion by 2024, growing at a CAGR of 11 per cent. Fashion and beauty, which includes men’s grooming, is the top-performing category on Roposo. 50 per cent of its total live commerce creators belong to it. The platform expects the launch of DCRAF to further accelerate growth in this segment.

    This launch is the latest in the line of celebrity-led original labels to be launched by Roposo through Glance Collective – a joint venture between Roposo’s parent company Glance and talent management firm Collective Artists Network. In November 2021, they had jointly launched their first co-created brand ‘EK’ with Ekta Kapoor, in the home and wellness category. Roposo is looking at co-creating around 100 such celebrity and creator-led brands across multiple segments, with an aim of fueling the creator economy through multiple entrepreneurial opportunities.  

    “Our intention has been to partner with celebrities and creators to launch brands that reflect their unique persona and become an extension of who they are,” stated Roposo GM and VP Mansi Jain. “Rana is one of the most fashionable contemporary male celebrities and is followed by many for his sense of style and grooming. We are delighted to be partnering with him to launch DCRAF. With the live commerce technology and the scale of our platforms, we expect DCRAF to be discovered by millions of users across India.”   

  • Visage Lines appoints Siddha Jain as business head-women division

    New Delhi: Visage Lines, owner of grooming brand Bombay Shaving Company on Thursday appointed Siddha Jain to lead the company’s women’s beauty and personal care business.

    Jain is an IITB and IIMB alumni, and joins the rapidly growing premium grooming company from Bain & Co., where she served technology and consumer goods businesses for over five years. 

    The company also elevated chief business officer Deepak Gupta to chief operating officer. Gupta joined Visage Lines in January 2019 to lead the brick and mortar business and has risen the ranks rapidly. In his new role, he will lead expansion of the group into multiple strategic businesses across categories.

    Visage Lines’ founder and CEO, Shantanu Deshpande said, “We are thrilled to have Siddha join our leadership team. She brings outstanding business acumen, growth intrinsic, limitless energy and a first-hand understanding of the Indian woman consumer. Siddha has a stellar track record of supporting large businesses across growth strategy, sustainable scaling, transformation and people centricity. As we build a robust leadership to scale a new Bombay Shaving Company, a senior executive of Siddha’s calibre is a massive asset for us. Very excited to have her on this journey”

    Bombay Shaving Company started as a men-centric shaving, beard and skincare brand. However, over the last few quarters, it has become a preferred choice for women’s grooming needs too. “The Indian women’s hair removal market stands at Rs 15000 Cr (both products and services) and is projected to grow at 21 per cent year-on-year in the next five years. There is a growing demand for hair-removal solutions in the emerging GenZ and millennial customer base, and this has been fuelling the immense post-pandemic growth of the sector,” said the company.

    At Bombay Shaving Company, Siddha will be driving business critical mandates to scale the women’s hair removal business, with a special focus on building equity across digital commerce, modern trade and allied services.

    “I strongly believe that the brands of today are not just a machinery for serving products, but forcing tough conversations, bringing confidence in the everyday and equipping women to own their beauty. I am deeply passionate about bringing meaning and purpose to the personal care space for the young, ambitious and bold women of today. I am very excited to work with Shantanu and the entire leadership team to own the women’s hair removal space. I am looking forward to this transformative journey not just for me and our brand, but for the communities we serve who identify as women”, says Siddha Jain on her new role.