The vice president, marketing, explains that the new product for hair removal on the chest is aimed at men in the 35 to 45 age group.
We loved him as Crime Master Gogo in Andaz Apna Apna. He made us laugh as ‘Nandu sabka Bandhu’ at Raja Babu. While these characters’ looks are mostly remembered for their hairstyles and mustaches, it’s Shakti Kapoor’s hair that is often talked about. In a hilarious flick for Bombay Shaving Company, the actor talks about his “hairy” woes.
“In baalon ne toh mujhe meme bana ke rakh diya tha,” he says in the film.
The promotional film for hair removal brand Bombay Shaving Company’s Back and Chest Shaver – Backpro – features unfiltered but humorous confessions from the king of comedy about his lifelong experiences with body hair.
Positioned as an expert in hair removal, the product is part of the brand’s constant innovations. Starting with grooming products for men, the brand has gone on to create hair removal products for women and now a razor for men to wax their chest. Although back shavers are available in local brands and products imported from China, Bombay Shaving Company is the first established brand to introduce it in India.
Although the product has a niche use case, it is relevant for people who have dense hair growth on their chest. Previously, men had to go to a salon or ask someone to shave their backs. But with this DIY product, they can do it themselves at home. Backpro has an extended folding handle, with two cartridge blades, which can be changed when they become dull. As the handle is removable, it can also be used for chest hair.
“Hair removal is our core business. So wherever there is a gap in the market, we will come up with innovative products for that segment. We’ll build any product that makes it easy for people to get rid of any type of hair – body or face. Nowadays, the trend is to have a clean torso. Even though it is a small segment, there were no players in the market. So we want to capture this segment,” said Laalit Lobo, Vice President, Marketing, Bombay Shaving Company.
Speaking about the creation, Shantanu Deshpande, Founder and CEO of Bombay Shaving Company said, “We are delighted that Shakti Kapoor agreed to do it for us. When entertaining personalities like him share their personal experiences in such a delightful way, coupled with our efforts to make innovative hair removal products – the magic happens!”
The brand, which has been represented by Kartik Aaryan in the past and now cricketer R Ashwin, chose Shakti Kapoor for this product. Lobo says he’s not a brand ambassador. This choice aims to reach an older audience and children of the 90s as well. Backpro is intended for men between the ages of 35 and 45. But younger people are also expected to use it.
“Shakti Kapoor made a lot of sense because he was always seen as a hairy man. In Kapoor’s early days, it was fashionable to be shirtless and have body hair. Thus, he was presented shirtless naked in many celebrity magazines. Now, over time, body hair has become frowned upon and many memes have been created about his hair. Kids in the 90s grew up looking at him. The idea So was to create nostalgia for them, so that’s the TG we wanted to achieve,” he added.
While the core TG may be 35, it also considers younger people who have lots of body hair and are currently using hair removal creams or visiting salons to wax their chests and backs.
“The idea is to reach out to anyone who feels a little embarrassed or finds the hair removal process painful and provide an easier solution. So on digital we will target people looking for hair removal creams or of hair removal solutions,” he explains.
While many Bollywood stars of the 80s and 90s are known for their hairy bodies – Anil Kapoor, Sunny Deol, Jeetendra, among others, this is just a one-off film and the brand is not planning a series.
When the brand approached him to do the film, he immediately signed on and even co-created the script. While some parts are fictional, some are also inspired by stories of his own life experiences.
“I’m always up for a fun challenge. When the Bombay Shaving Company team came to me, I immediately said let’s go. I’ve always been known for my macho image and comedic timing, so the product and the idea resonated deeply with me. I decided to give it my all,” Kapoor said.
The film was written and directed by Adhiraj Sharma and Mohak Pajni of Leap of Faith Productions was the creative producer. The film also stars veteran actor Atul Parchure who plays Kapoor’s manager and provides material for many laughs in this comedic comedy.
The product, priced at Rs 2,295, is currently only available online and its marketing initiatives will also be widely online. He will promote it on social media through memes and UGC. “We want this to get a lot of shares. We hope a lot of people will organically watch it and share it with friends and family,” Lobo adds.