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Philips BT1000 is the youthful- skin friendly range catering to Gen Z needs in the male grooming category. To reach the tier 2 audience in India, the Brand came up with a campaign and positioning that resonates with Gen Z lingo and their daily lives while also highlighting its unique offering.

The new campaign aims to offer a safe at-home grooming experience with Skin protect technology as one of main USPs of the product while appealing to a more grooming conscious and growing Gen Z male audience in tier 2 cities of India.

Objective

Breaking clutter

Breaking the clutter amongst the male audience in Tier 2 cities.

Creating relatability

Creating relatability amongst the TG for a ToM recall.

Building awareness

Building awareness on the product around the key USP - Designed to trim not to cut.

Solution & Innovation

The Grand Idea:

Crafted a Pan-India awareness campaign centered on the product's key unique selling proposition -- Designed to trim, not to cut, captured through the compelling (yet pun-intended) positioning line "Isse Nahi katega."(It won’t cut you/You won’t be fooled by it)

Insight:

“Life mein kabhi bhi kat sakta hai” (In life you can be fooled anytime) You never know when life is going to throw a curve ball at you. Why take that risk with your grooming when there is a guaranteed way to prevent it? Philips Beard Trimmer 1000 is designed to trim, not to cut. “Isse Nahi katega.” (It won't cut you/You won't be fooled by this).

Offline Communication:

The campaign creatively utilized consumer survey insights to design hoardings that cleverly incorporated pop culture references and online memes. This innovative approach seamlessly integrated static and digital billboards to effectively deliver the message.

Tactical and Omnichannel Approach:

With a full throttle campaign that seamlessly connected all the touch points. We began with digital and static billboards. Then, we onboarded 8 macro creators who in their stories interacted with these billboards. These stories in turn were used by 100 micro influencers to tell their own ‘katega’ (fooled by) stories to their own audience. We went on to reinforce it through Cable TV ads and paid inventory on YouTube and Meta.

Execution

01. Gen Z Engagement: Highlighting Everyday Moments

  • The campaign aimed to connect with Gen Z by capturing relatable moments from their everyday life that evoke strong emotional responses.
  • To emphasize the trimmer's skin protection feature, ensuring it will never cut you, by contrasting it with surprising or stressful daily occurrences.
  • The creative strategy involved creating content that showcased unexpected scenarios Gen Z faces, reinforcing the trimmer's reliability and safety.

02. Cross-Channel Interaction: Integrated Offline and Online Experiences

  • The campaign was spread over a 4-month period, leveraging both offline and online channels to create a cohesive narrative.
  • Influencers interacted with hoardings across India, generating diverse storylines centered around the core positioning.
  • This cross-channel approach ensured consistent messaging and maximized reach by engaging audiences through multiple touchpoints.

03. Influencer and Production Strategy: From Macro to Micro

  • High-Value Production: For cable ads, the campaign utilized high production value brand shoot videos, focusing on quality over quantity.
  • Macro Influencers: Influential figures set the narrative tone by integrating the outdoor billboards into their "Isse Nahi Katega" storyline, inspiring micro influencers.
  • Micro Influencers and Regional Platforms: Tapping into the creativity of micro influencers, over 100 video pieces were produced. Additionally, the campaign leveraged regional platforms like MoJ to create unique, localized narratives.
  • Paid Media and Hoardings: The brand used agency expertise to conceptualize and execute the communication for hoardings and paid media assets, ensuring the message was effectively conveyed.
Trimmer

Campaign USPs

43M Reach

1.1M Traffic
To E-Tailers

128.8M
Video Views

Relationship frame
Vol. Growth: 21.3% on Amazon, 59.1% on Flipkart, Overall online by 37.4%
Isse nahi katega
Isse nahi katega
Isse nahi katega
Isse nahi katega
Isse nahi katega

And it rained metals!

Trophy
  • Afaqs! Brand Storyz: Brand Campaigns in Durable (Gold)
  • Afaqs! Brand Storyz: Best Use of Interactive Content (Gold)
  • Afaqs! Brand Storyz: Best Campaign of the Year (Multimedia) (Silver)
  • Afaqs! Brand Storyz: Best Innovation (Silver)
  • ACEF Awards: Excellence in Brand Strategy (Gold)
  • ACEF Awards: Integrated Marketing Communication (Gold)
  • ET Brand Equity Digiplus: Best Campaign in Consumer Durables & Electronics (Bronze)
  • ET Brand Equity Digiplus: Best Content for Brand Building (Gold)
  • ET Brand Equity Digiplus: Best Social Media Content Campaign (Silver)
  • ET Brand Equity Digiplus: Best B2C Campaign (Gold)
  • ET Brand Equity Digiplus: Use of Viral Marketing (Silver)
  • E4m IMA awards: Age-Targeted Marketing (Bronze)