Vi-John, India’s leading shaving cream brand with over sixty years in the grooming sector, has launched a new integrated campaign featuring brand ambassador Ranbir Kapoor. Titled 'Photocopy Nahi, Original Dikho', the campaign focuses on individuality and authenticity in personal grooming.
Vi-John, long associated with trust and accessibility in Indian households, is repositioning itself to align with the preferences of younger consumers. The campaign addresses the desire among modern Indian men to present themselves as original rather than emulate others.
Ranbir Kapoor, who fronts the campaign, said, “Today’s generation doesn’t want to blend in—they want to stand out. Grooming plays a big part in how you express your originality. I love that Vi-John is telling young men to stop being a photocopy and start owning who they are. It’s a simple, strong idea that speaks to the times.”
Conceptualised by Havas Creative India and executed in collaboration with Dentsu Media, the campaign is being rolled out across television, digital platforms, print, and social media.
Harshit Kochar, Managing Director, Vi-John Group, said: “With ‘Photocopy Nahi, Original Dikho’, we’re celebrating individuality. Vi-John has always stood for accessibility and trust, but today’s consumer also wants relevance and originality. This campaign reflects that duality—it keeps us rooted in tradition while making our voice sharper and more modern.”
Ashutosh Chaudharie, General Manager – Marketing, said: “This campaign is a significant step in Vi-John’s brand transformation journey. It’s not just about showcasing grooming products—it’s about owning your identity. With Ranbir leading the narrative and our creative partners bringing it alive with refreshing storytelling, we’re confident of building a stronger emotional connection with today’s youth.”
The campaign also highlights Vi-John’s new premium shaving range, which includes sulphate-free and dermatologically tested formulations, along with razors. These additions are aimed at addressing the preferences of contemporary consumers.
Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India, said: “Our new campaign for Vi-John is not just another product ad. It taps into the universal human behaviour and forces them to reevaluate their choice. Following trends is easy, but what sets you apart from the crowd is your own unique style. The clutter-breaking visual message of ‘don’t be a photocopy’ is delivered by Ranbir Kapoor in his quintessential filmy and macho style.”
With this campaign, Vi-John positions itself as a brand focused on confidence and self-expression while continuing its legacy in the grooming industry.
