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.”
