Bombay Shaving Company celebrates ‘Kartik er moto dekhte’
Ushering in the festive fervour, Bombay Shaving Company celebrates the representation of an ideal man by launching an unconventional campaign in Kolkata - Ebar Pujoy Kartiker Joy (Glorify Kartik this Pujo). Deeply insightful and culturally relevant, the campaign is designed to encourage Bengali men to embrace the confidence of grooming, in an authentic flavour, laced with cheer and wit. Historically, the festive season has always been all about the archetype of the strong and beautiful woman, represented by Durga. However, Bombay Shaving Company took inspiration from Kartik (son of Goddess Durga) who is a symbol of the male ideal – attractive, intelligent, and kind to create awareness and build appeal for male grooming products.
“Kartik er moto dekhte’ (Looks like Karthik) is also an expression used to refer to the ideal man in Bengali.
The brand has deployed a combination of radio, ambient media, digital geo-fencing around catchments, along with other strategic interventions, like busses and interesting POS to guide customers down the funnel to stores, both offline and online through this campaign. With this, BSC has announced its intent to break out of the internet and meet consumers where they are like established FMCG giants.
Giving an insight into the campaign, interestingly titled - ‘Ebar Pujoy Kartiker Joy’, Deepak Gupta, COO, Bombay Shaving Company shares “There is a rich story existed in the folklore narrating Kartik (son of Goddess Durga) and we decided to bring this symbol alive and encourage all men to look and be their best. We are driving a marketing-led growth agenda at BSC. It’s critical for our category, and there is no better sandbox to test this than Kolkata, during Durga Puja & the ongoing Kartik month. The region is known to be a cultural hub filled with opinion makers and thought leaders, who carry their preferences across the country. We are overjoyed with the initial response and keen to replicate this model in other geographies.”
“We are delighted to see data indicate that we are poised to make over 2Cr unique impressions with the campaign, gain market share, and see subscriptions from the region grow 20%.” He added.
The campaign is conceptualized and developed entirely in-house and taken into the heart of Kolkata.
All the products are available on the brand website, e-marketplaces like Amazon, Flipkart, Nykaa, Cred, and across 25000 retail outlets like Health & Glow, Metro, Reliance, Shoppers Stop, Apollo Pharmacy, and many more.