Spikes Asia

It's time to #Unpain

PULP STRATEGY COMMUNICATIONS, New Delhi / PHILIPS / 2016

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Overview

Entries

Credits

Overview

Background

Body grooming is an untapped opportunity in India and a sensitive topic that men don’t discuss openly with their peers or partner. Online searches show body grooming as a topic, consumers want more information on, but have no reliable source for.

Functional reasons like hygiene and personal care are the leading reasons that prompt people to body groom. Changing lifestyles also push men towards body grooming practices:

o Changing fashion trends

o Increased outdoor activities like workout, swimming etc.

o Media and movie trends of well-groomed body

o Increased sex appeal to the opposite sex

More than 85% men use manual tools like blades designed for the face, hair removal creams (implied for women), scissors, or non-dedicated electric devices for manscaping. Key barriers for electric body grooming were low awareness of electric grooming solutions, lack of understanding of its superiority over a manual tool as it’s a safer solution.

Execution

An outreach plan was constructed on social media, youth platforms and identifying social media influencers, bloggers and RJ’s. Creatively design, insight based yet fun content in the form of GIFs, posts, videos, articles and infographics and were shared across social channels. RJ’s across India pushed the conversation to a whole new level via their quirky take on #MrPainful. Social media influencer SNG Comedy was identified who shared their funny incidences they joined an online banter with the Philips brand ambassador Arjun Kapoor to create viral content.

The product was launched in an extravagant media event and men were asked to #Unpain. An #Unpain with Arjun Kapoor Hangout along with SNG Comedy was hosted live, addressing amusing hairy tales from the audience. Counselling booths were set up across 3 cities and Radio-on-board, a studio shift by 93.5 Red FM was setup in Ambience Mall.

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