Syska, the brand that is associated with LED lights has branched out into personal accessories for men and women.
In its latest campaign by creative agency IBD India, Syska launched two films featuring Sushant Singh Rajput and Tamanna Bhatia as brand endorsers for the new range of Syska's personal care products.
In the campaign for men's electric shavers and trimmers, Rajput mimics the look of people who told him that people from small towns could never dream big, the ones who told him that without a godfather he could never make an entry in Bollywood and so on. So Gupta cuts, rather trims away his limitations, with a smile that says how he proved everyone wrong.
Rahul Gupta, managing director, IBD India says that the underlying thought behind the campaign was that anybody can dream big and realise their ambitions in current times. Also, at another level, men's grooming has undergone a sea-change.
Most men are now experimenting with hairstyles and stylised beards often complement that look. But maintaining a stylised beard is a labour intensive job, or time consuming if one has to set aside time to visit the salons regularly. Hence there is a growing demand for grooming accessories.
The current campaign is spread across digital and television and the company has earmarked spends of INR 8-10 crore for the 45-day campaign.