Philips India has been busy targeting the youth with its grooming products in smaller towns, where aspirations soar as does buying power. The company found that adolescent boys prefer trimmers for facial hair as it keeps the beard softer for longer. For young teenagers, Philips launched a range of trimmers, including a low-cost one for mini-towns.
Pass the word on campus
Philips innovated a campus promotion, Big Leap, to get marketing students in small-town colleges to spread the word about its trimmers. For even smaller towns, the company devised an on-air campaign with a Radio Jockey inviting gangs of boys to trim and style using Philips products, and share their feedback, play games and win prizes.