Selected work · Bombay Shaving Company trimmers · 2022
Bombay Shaving Company was a shaving brand walking into the trimmer aisle, where every box looks the same and most get picked on looks. We signed Rannvijay Singha, gave him one line worth saying, and built the whole launch around it: the film, the banners, the product pages, the emails.
₹110 Crrun-rate
from ₹110 Cr revenue in FY22, the jump this launch was part of
Where we started
Trimmers are crowded and low on loyalty. People compare spec sheets, then choose whichever looks best on the shelf. BSC had earned trust in shaving and none yet in hardware, with a growth plan that needed trimmers to become a second engine rather than a side product.
The idea, in three lines
Say the quiet part first. Most people had, and they knew it.
Same words, turned around. The product's job is your face, not the shelf.
Rannvijay gets to say it because people already believe he means it. The signature became the campaign's stamp.
Keep scrolling
One idea, every touchpoint
The line reads the same at six seconds on Hotstar, on a 320-pixel quick-commerce banner, and inside an order-confirmation email. That was the test for every asset: if you covered the logo, would you still know who was talking? The chapters below follow the order a buyer met them.
One two-minute film carried the argument end to end. Shorter vignettes, one per idea, ran as pre-rolls on Hotstar, MX Player and Voot and as social cuts, so the same story could be met three times without feeling repeated. Play the full film at the top of the page.
One master key visual, then a banner per model with a single claim each: 20 style settings, always charged, wireless dock charging. Desktop and mobile were designed as separate crops, not a squeeze.
Click a banner to view it full size.
Looping product films for the marketplace gallery, one per colour. Each one shows the two things buyers asked about most, the twenty length settings and the two-year warranty, before the first swipe.
400×600 loops, delivered as GIF for the marketplace, shown here as animated WebP.
Listing cards do the selling once the film has done the trusting. Each set walks the same route: the claim, what's in the box, the settings, the battery, the warranty, and Rannvijay at the end to close. Drag the rail.
01 20 style settings
02 What's in the box
03 Feature overview
04 20 built-in beard length settings
05 Settings security lock
06 80 mins run time, 1.5 hrs charge
07 2 year warranty
08 Powerful, durable motor
01 Wireless dock charging
02 What's in the box
03 Feature overview
04 Get free engraving
05 80 mins run time, 2 hrs charge
06 Powerful, durable motor
07 Washable blades, IPX6
08 Extended warranty
01 Full charge in 2 hours
02 1 charge = 5 weeks of use
03 Available in 2 colours
04 What's in the box
05 Self-sharpening stainless-steel blades
06 Always charged up
07 Powerful, durable motor
The mobile landing page is the whole campaign in one scroll: key visual, the range with prices, the three lines as a buying guide, the film, reviews, and a sign-off from Rannvijay at the bottom. Scroll inside the phone.
Same voice, but each email is triggered by what the person just did, and speaks to it. The launch note goes to the list. The order confirmation carries their order number and the trimmer they chose, then hands them guides for that trimmer. The warranty email walks them through registering the model in their box, and only then offers the beard care that goes with it. The merge fields are visible in the mockups. Each column scrolls.
Launch announcement, to the full list
Order confirmation, personalised with order number and model
Warranty activation, then beard care matched to the purchase
What happened
Views are the number the work itself can claim. The full film carried the argument; the vignettes kept it in front of people on OTT and social without the story feeling repeated.
My role