Bombay Shaving Company (BSC) has launched its latest marketing campaign. It features its founder and CEO, Shantanu Deshpande, in a bold move that could boost brand recognition or invite memes. The campaign aims to promote the Sensi Smart3 razor, targeting 18-24-year-olds embarking on their shaving journey. The ad addresses concerns like razor burns, debunking myths and taboos surrounding shaving, and injects humor into the narrative.
Shantanu Deshpande’s decision to appear in the campaign was met with no hesitation, as he believed it would add value to the work and create a fun experience. He emphasized that as long as the message is not harmful or inappropriate, it’s okay if the memes pour in. The campaign’s focus on humor and personality aims to build brand love among young consumers.
BSC has undergone a significant transformation since its inception in 2016, pivoting from a super-premium experience to a mass-premium brand. The company has grown 2.5X from FY22 to FY24, with a net run rate of INR 260 crore. Its focus is now on driving profitability and efficient growth, with marketing playing a crucial role.
The company’s content-first communication strategy has been instrumental in its success, enabling consumers to adopt hair removal methods in a way that resonates with them personally. Initiatives like the Razorpreneur Campaign have driven brand loyalty among young, ambitious consumers and showcased BSC’s commitment to innovation.
India’s male grooming market is expected to grow significantly, with shaving products increasing at a CAGR of 7%. Men’s grooming is experiencing a shift in attitude, not just in cities but also in wealthier segments of smaller towns and rural areas. BSC’s sales figures indicate a marked increase in demand from non-metros, with approximately 35-40% of new customers coming from non-metro regions.
The company is working to get rural consumers to be more liberal with their spending, particularly as the male grooming segment is expected to account for over 40% of total revenue in India’s beauty and wellness industry by 2030.
