What began as fans spotting Rocking Star Yash using a Philips OneBlade has evolved into a full-fledged brand partnership, with Philips India making the actor the face of its men’s grooming portfolio. For Philips Personal Health, the association is less about a conventional celebrity endorsement and more about responding to a consumer-led signal. “The strategic fit actually came from consumers in a very organic fashion,” says Smit Shukla, Country Head, Philips Personal Health, India Subcontinent. The brand then took the conversation to social media before turning it into a larger partnership around Yash and Toxic: A Fairy Tale for Grown-ups.
The campaign reflects a broader change in Philips’ marketing strategy. Shukla believes conventional media campaigns are struggling to cut through an increasingly fragmented content environment. “Consumers are consuming content in thousands and thousands of pieces in a single day,” he notes, adding that brands need a ‘purple cow kind of a strategy’ to stand out.
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Technology is another pillar of the strategy. Philips began foregrounding its BeardSense technology around 18 months ago, moving away from competing primarily on product features and attachments. According to Shukla, the technology-led messaging improved conversions and helped the brand create differentiation in an increasingly commoditised category. The strategy is also supporting premiumisation. Shukla says Philips has seen its average selling prices improve by around 20 to 25 per cent as consumers become more willing to pay for products when the technological value is clear.
Gen Z remains another major focus for the brand. Philips says its brand love and consideration among Gen Z consumers have risen by 10 percentage points over the past three quarters. Its media strategy has consequently moved beyond conventional digital platforms, with the brand exploring Reddit, Discord and niche online communities. The brand has also moved away from traditional television, with Shukla saying its last TV campaign was around 24 months ago. “We are growing two to three times faster than the market right now,” he gushes, pointing to the strategy’s current momentum. But maintaining that momentum may be the bigger challenge. “It’s not a battle that has been won,” Shukla shares, adding, “The challenge is to retain the number one position.”
