Philips has released a campaign on air for their Grooming range shavers which have been formally launched in India, featuring John Abraham in multiple avtaars as the brand ambassador. Watch the campaign below:
Points to Note:
First off, the one most noticeable thing which will stick in your mind after the ad is the multiple beard styles that John sports in it. Why this is especially important here is because a new product category is being created. The customer needs to be made aware of the existence of a product available which can help him create varied facial hair styles. The need had to be conveyed to the prospective user. That is why the communication needed to be really clear and concise, and they have achieved it with this campaign.
Today, the modern youth is getting more and more aware and conscious about his looks, spending time, money and effort on making sure he looks good. Most if not all guys visit a barber shop to get proper styling done to their beards, as usually it is a difficult task to achieve perfectly with a razor. Hence, interestingly, the competition Philips faces is not with any other product. Rather, it is facing competition from barbers. If Philips is able to set itself in the market (and it already enjoys some equity based on the imported version of the grooming range), then it will obtain the famed ‘first mover advantage‘ in the market.
Let us see how the Indian guys perceive the product, and whether they see it as too pricey or a plausible alternative to barbers.