Bombay Shaving Company has launched a campaign for Switch4 featuring actor Gajraj Rao. According to the company, the campaign looks at a familiar consumer behavior: people often continue using the razor handle they are accustomed to, even as they look for alternatives when it comes to replacement blades. Switch4 introduces a 4-blade cartridge designed to fit popular 3-blade handles, allowing consumers to use their existing razor handle with a different cartridge.
The film uses humor, taking a familiar category convention as the starting point for a conversation around choice.
According to Bombay Shaving Company, the campaign is also an expression of its ‘Khul Ke Khel’ brand idea, encouraging consumers to look at familiar routines differently and make choices on their own terms.
“Switch4 is an example of how we approach innovation at Bombay Shaving Company, by looking at everyday products and asking where we can genuinely improve the experience,” said Aruj Garg, Head – Razors & Shaving and Category, Bombay Shaving Company.
“We have introduced a four-blade cartridge to work with popular three-blade handles, while incorporating features such as an additional back blade and dual lubrication. The idea was to create a meaningful upgrade without asking consumers to change the handle they already use. Really, it’s about giving them a choice.”
As part of the campaign launch, Bombay Shaving Company co-founder Shantanu Deshpande shaved off his beard, a look he had been known for for years.
