Philips India recently introduced a new product category within this business – Philips Body Grooming Range. The brand ambassador is Arjun Kapoor.
Philips has brought the new range of products to address the needs of contemporary Indian men. The Philips Body grooming range has been designed to suit the Indian male skin and smoothly help them get rid of body hair in a painless and skin-friendly manner.
Philips has launched The Unpain campaign on social media on men’s grooming. The idea behind the campaign was to raise concern about unwanted hair with the introduction of Mr Painful. After a research of eight nine months Philips came up with the product and campaign #Unpain.
Talking about the campaign, Anurita Chopra, Director Marketing, Personal Care, Philips Consumer Lifestyle said, “We found a lot of young men struggling with this. So we are in the space of male grooming and we have launched trimmers, electric shavers. We found that a lot of men were talking about their body as well and they were looking at scissors, razors and creams but they had huge number of issues plus a lot of embarrassing moments. So, we really discovered this need and thought that let's look at this category seriously. We tested a lot of products in India for Indian skin, Indian hair and we found that actually what's really bothering a man is the pain.”
About the campaign and their marketing plans, she said, “You will see a lot of action actually. As I said, we have started with a heavy social campaign we are doing radio activation along with that. We are doing Google Hangouts. You will find interesting films on YouTube. We have shot films but we are refusing to put it on TV. We will lead it digitally because this is such a conversation and such an audience which lives digitally. It is a very youth oriented strategy which is not very traditional media based. We will do a regular ambient marketing; we will probably do a little bit of print. But it is a digital campaign mainly.”
Talking about the allocation of budget in different mediums she said, “70 percent of the total spends are focused on digital and the rest in radio, OOH and other traditional media.”
But is there a possibility of good ROI from digital advertising in comparison with print and television? Answering this question, Chopra said, “Yes, absolutely. Actually, digital is the best medium for a high ROI. You can do so much more and because it is a sharply focused target group you are able to get those returns. Print actually is quite the opposite. With one exposure you have clearly spent that much money and then you will expect that exposure to sort of run through the rest of the month. So, it depends clearly on who your target group is, where they are residing and if you think with this strategy you are be able to drive conversion.”
The overall male grooming category is estimated at around Rs 2100 crore, which includes manual razors as well, out of which about Rs 350-400 crore is the electric market.