LEVEL 1 - WORLD 1
The Brand
A men's grooming brand that wanted to take a piece out of Gillette pie.
Today the brand sees itself on a lot of shelves in bathrooms and travel kits all across not just India but the world.
The Role
Work with the content team to strategize and create content for everything from ad campaigns to product names.
If it had words, I specialized in it.
Sacred Games was taking the nation by storm.
We realized that we need to ride that wave!
Introducing the 'The Sacred Kits'
The Insight
Grooming was a sacred game!
It was as simple as that.
We wanted to capitalize on the 'grunge-y', dark, raw energy that seemed to grip its audience.
The Items
Packaging Content -
Website Content, E-Commerce Listings -
Social Media Ads -
Adding Star Power -
Packing a Punch (Packaging Content)
We selected 3 kits that covered a range of grooming solutions to people.
Each kit was given it's own custom sleeve and its own icon on a mandala backdrop so that people resonated with the title screen of the show.
We also gave away Sacred Kit themed fridge magnets and coasters as freebies with a line from the show but grooming oriented that would again resonate with the show and grooming together.
Spinning The Sacred Web -sites (Website & E-Commerce Content)
The website had to fit the theme
We created custom product pages, product images, website banners... the works!
Going Social with Ads
We even ran social media ads across Facebook, Google and Instagram to try and capture a wider audience.
Apun Chand Pe Hai!
The Sacred Kits required a big name behind it and who better than Gaitonde to be that name.
We signed Nawazuddin Siddiqui to promote our kits. Our post revolved around creating copy that would feel like something Gaitonde would say on the show.
We had taken over a small portion of the male shaving market. People were talking about us. We wanted to now bring the perfect shave to the female audience!
We had the razor but we had no NAME!
Some Context
Our latest razor the Dexter V6 was not just sleek and good looking it undoubtedly gave the best shaves one could ask for!
I mean just look at how we marketed it!
This was the razor we wanted to bring to the female market.
But calling it Dexter V6!
That name wasn't going to stick! So we set out to find a new one!
Introducing Athena!
Athena was the name of the Greek goddess of wisdom and power.
That was what we wanted our female audience to feel - power.
That's when we knew we had our name - Athena
Have you normalized the skin irritation while shaving?
Do you believe its necessary to rinse multiple times?
Are nicks and cuts inevitable while shaving?
Well, that couldn't be farther from the truth!
Let these false notions be forgotten as you move ahead with Athena, India's 1st women's razor designed to give an irritation-free shave.
We ran our product launch campaign across our website, socials and all our e-commerce platforms announcing the joy of irritation free shaves for women.
Growing a beard is hard work.
How do we know that?
Just ask the 100 comments we used to get a day with people asking us how to grow a beautiful beard!
To solve that problem we brought our audience the 'Beardinator'
Driving Growth Not Just for The Beard, but The Product
We grew our product engagement and sales through a launch campaign which meant creating unique insight and copies for everything from our website to our socials!
We also provided our customers with a specially curated 'Beardvana' playlist that would help them relax since a calm mind-space would also help that beard grow!
A growing brand requires a growing face to represent it.
Somebody that resonated with our audience while still being enthusiastic about grooming.
And there is nothing that grips our nation like Bollywood
From the red carpet we brought in our new Brand Ambassador, Kartik Aaryan
Grooming Ka Punchnama with Kartik Aaryan
We wanted to tie in Kartik to the very idea of grooming. With his famous role in Pyaar ka Punchnama we wanted to portray him as the ideal for male grooming.
That's when we came up with the hashtag - #MardokaMaseeha.
Our end goal was to popularize the brand amongst the millennial consumer base who are increasingly looking to experiment with their looks.
Our campaign to launch Kartik was a complete digital push. We ran ads on all platforms, devised a social media and website campaign.
A peek into the content I created for Socials.
