Mumbai: Bombay Shaving Company Women, a spin-off of men’s grooming brand Bombay Shaving Company (BSC), has entered into a partnership with Bollywood actor Alaya F. This represents BSC Women's commitment to reimagining hair removal solutions for women in the country.
The announcement comes with the launch of a brand film and campaign curiously named ‘SmoothAF' that aims to live up to the brand’s promise of delivering innovative and highly experiential hair removal products for the bold and uncompromising young women of today.
“I was a part of the BSC women tribe even before signing the contract. I have been a regular user of their hair removal products for some time, and can personally say they are fab," said Alaya F. "I’m so enthusiastic about what the brand is trying to achieve because I see so much of myself in it. I’m thrilled that this vibe has come through in the film as well."
The campaign has been co-created with The Collective Artists Network and produced by Cutting Crew Films. It shows Alaya as her authentic self, through uninhibited movements, playful musicality, and progressive imagery in an exciting, bold, and badass tone, while still retaining her endearing innocence.
“There can be no better embodiment of the spirit of the brand and business than Alaya. From her posts signed off as ‘AF' – to the way she moves – Alaya F is a non-conformist and personifies the bold and unapologetic women of today," stated BSC Women head Siddha Jain. "We are delighted to have her as the face of the brand because not only is she absolutely talented and gorgeous but she constantly challenges the status quo while being her 100% authentic and kind self. Our association with her is a step towards reinforcing the connection with our consumers who are raring to change the game and take the world by a storm."
In addition to collaborating with numerous influencers across the board, the campaign is being deployed on major OTT platforms & programmatic advertising, along with popular social, online, and offline channels.
“This is a very exciting phase for us. We have always been confident of the women’s business-leading us into the future," said BSC CEO Shantanu Deshpande. "Today we are loved by people who know us. But thanks to the nature of the women’s personal care category and this new association with Alaya F, we are poised to take the leap, and become a loved, talked about, and shared brand, across the nation."
