BSC takes on alcohol-based aftershave brands with its new #JalnaManaHai campaign

Using aftershave is a ritual; but the pain of using alcohol-based aftershaves is real, damaging and leads to discomfort for many people. Given this context and to highlight the detrimental effects of using alcohol-based and poor quality aftershave products on the face & skin over time, Bombay Shaving Company – a premium Men's grooming and Hair Removal brand has launched #JalnaManaHai campaign. The campaign challenges established brands and the status quo, which is more than eight decades old in an epiphany highlighting the importance of a good, alcohol-free aftershave.   

The campaign also marks the re-launch of one of its mainstay products, ‘Post-Shave Balm’ – a product that is poised to disrupt the Rs. 400 crores after-shave category and provide men with a genuinely soothing post-shave experience.

This disruptive campaign is being led by 2 videos: 

While the first launch video hits home in highlighting the physical discomfort caused due to post shave burn; the second ( follow-up) video focuses on the emotional fallout of an irritating and painful after shave experience. 

Both videos are held together by an interesting firewoman character who symbolically rescues the protagonist from burns of both - physical and emotional kinds. 

This 0% alcohol based, Witch Hazel, Aloe Vera and Vitamin E infused wonder from Bombay Shaving Company, has been specially made with the Indian male skin type in mind. It has anti-inflammatory, anti-acne and astringent-like properties that soothes and repairs damage caused to the skin due to shaving; while preventing redness and irritation. 

"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, complimented by the film and campaign suitably titled ‘#JalnaManaHai’; we hope to induce a behavior change in men. We wish to shake them out of their comfort zone, wake them from their slumber, and demand a better after shave experience - which our Post Shave Balm provides", said Laalit Lobo, VP Marketing, Bombay Shaving Company

"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 ‘#JalnaManaHai’ campaign, which is also our first real integrated product marketing effort - in the traditional FMCG sense", said Deepak Gupta, COO, Bombay Shaving Company. 

Shantanu Deshpande, Founder and CEO, Bombay Shaving Company, shares, "Our vision is clear. We want to be in 2 crore bathrooms with 5 products, creating 10 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."

Conceived in house at Bombay Shaving Company and written by Garima Girotra, the film features actor Saloni Khanna Patel playing a firefighter who douses fires of a slightly unusual type. The film was made by Mumbai based production house, Leap of Faith Productions with Director, Mohak Pajni and Creative Producer, Adhiraj Sharma at the helm.


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising