Mumbai: Bombay Shaving Company, known for its innovative hair removal products for a new generation of Indians and exciting marketing campaigns, has launched a new campaign video for its Sensi Smart 3 Razor – “Be SENSI”. The campaign highlights the benefits of its hottest selling Sensi Smart 3 razor for first-time and early shavers, who are tentative of shaving - fearing razor burns and a harsh shaving experience from regular razors. In the video, Bombay Shaving Company’s founder and CEO, Shantanu Deshpande is seen making an appearance as a firefighter, leading the “SENSI Brigade” and rescuing a young man who is in extreme discomfort caused by using a ‘Razor that Burn’. Shantanu provides the shaver with the ideal razor for everyday, sensitive on skin shaves, the Sensi Smart 3 (with Aloe lubricating strip).
This digital campaign addresses the prevalent concerns of the consumers fearing razor burns, especially among the first-time and early shavers. It also provides a perfect solution with the Sensi Smart 3 razor, boasting an Aloe cooling strip, in a fresh and humorous way. Adding another dimension to their founder-led brand building strategy, the campaign video features Shantanu Deshpande, the founder of Bombay Shaving Company leading the charge with his “Sensi Brigade” to fight Razor burns that are Non-Sensi .
Shot in a contemporary style, with exaggerated quirk the film does well to communicate the advanced benefits of the Sensi Smart 3 razor, in a way that gives Bombay Shaving Company a distinct vibe and personality in a typically non-experimental category - when it comes to advertising.
Conceptualised by the Mumbai-based marketing and advertising agency Sideways, the campaign aims to strengthen its reach through a comprehensive 360-degree marketing strategy across both online and offline channels. By fostering loyalty among young shavers, the campaign is set to solidify Bombay Shaving Company's position as the preferred choice for hair removal and grooming needs in the market.
Commenting on the same, Bombay Shaving Company CMO Gauri Malhotra said “As a consumer-focused Indian brand deeply rooted in developing products that are designed for Indian Skin and hair removal needs, we felt that it was necessary to provide an accessible and affordable solution (without compromising on best-in-class system razor experience) to young shavers who fear that shaving would lead to razor burns that would hurt their skin. While current brands in the category encourage shaver to upgrade to better razors at an extra price, we saw an opportunity to address this concern head on with a Sensitive on Skin and Smartly priced razor. This Sensi Smart 3 razor is a three blade system razor with an Aloe lubricating strip that’s sensitive on skin, available at just Rs 99, and provides bes in class shaving experience. This product has exceeded our initial expectations, and the feedback and reviews have been great. With these consumer first principles, and robust marketing initiatives, we are excited to make the Sensi Razor portfolio even stronger in the coming months”.
Launched in 2024, the Bombay Shaving Company's Sensi Smart 3 has already disrupted the razor category long dominated by legacy brands. This success is built on its superior performance for sensitive skin and exceptional value for money. In the process, it has already acquired an impressive 10 per cent share of the online market space. Building on this success, this campaign places a special emphasis on building affinity with young shavers, who are increasingly selecting Bombay Shaving Company as their preferred brand for hair removal and grooming.
