Philips
#IsseNahiKatega
Overview
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 we came up with a campaign and positioning that resonates with Gen Z lingo and their daily lives while also highlighting its unique offering.
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The 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)
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Execution Approach
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..
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