Bombay Shaving Company has rolled out a campaign to highlight the damages of alcohol-based aftershaves and their effects on a man's skin.
Conceptualised by the brand's in-house team and Leap of Faith Productions, the films aim to position the features of their ‘post-shave balm’ that strives to provide men with a genuinely soothing post-shave experience.
The first film (above), highlights the physical discomfort caused due to post-shave burns. The second film focuses on the emotional fallout of an irritating and painful after shave experience. Both the films end with a firewoman character who symbolically rescues the protagonist from burns, both physical and emotional.
Laalit Lobo, VP - marketing, Bombay Shaving Company, said, "It's a mystery to me why established personal care and grooming brands haven't yet addressed this pressing concern in the men's shaving routine. The current options they have in aftershaves are not the best. And the post-shave irritation and burning is a definite mood kill. With this product, complemented by the film and campaign suitably titled ‘#JalnaManaHai’ (forbidden to burn); we hope to induce a behaviour change in men. We wish to shake them out of their comfort zone, wake them from their slumber, and demand a better aftershave experience - which our post shave balm provides."
Deepak Gupta, COO, Bombay Shaving Company, said, "Since 2021, we have been driving a strong product innovation agenda at BSC. The post shave balm is a meaningful outcome of these efforts, and reinforces our position as 'hair removal and hair management experts'. In light of this; we will be making significant investments online and offline in the campaign, which is also our first real integrated product marketing effort - in the traditional FMCG sense."
Shantanu Deshpande, founder and CEO, Bombay Shaving Company, added, "Our vision is clear. We want to be in 2 crore bathrooms with five products, creating ten minutes of delight every day. The post shave balm scores on each count - relevance, value and delight. We are confident it is one of those products that will help men across India put their 'best look forward' every day."