Mumbai: This festive season, grooming brand Bombay Shaving Company (BSC) has renewed its focus on the Kolkata market with its new campaign - 'Ebar Pujoy Kartiker Joy' (Glorify Kartik this Pujo).

The insightful and cultural campaign is designed to encourage Bengali men to embrace the confidence of grooming, in an authentic flavour, laced with cheer and wit. Historically, the festive season has always been all about the archetype of the strong woman, represented by Durga. However, Bombay Shaving Company took inspiration from Kartik (son of Goddess Durga) considered a symbol of the male ideal –to create awareness and build appeal for male grooming products, said the brand in a statement.

'Kartik er moto dekhte’ (Looks like Karthik) is also an expression used to refer to the ideal man in Bengali.

The brand has deployed a combination of radio, ambient media, digital geo-fencing around catchments, along with other strategic interventions, like busses and interesting POS to guide customers down the funnel to stores, both offline and online through this campaign. With this, BSC has announced its intent to break out of the internet and meet consumers where they are like established FMCG giants.

Giving an insight into the campaign, Bombay Shaving Company COO Deepak Gupta said, “There is a rich story existed in the folklore narrating Kartik (son of Goddess Durga) and we decided to bring this symbol alive and encourage all men to look and be their best. We are driving a marketing-led growth agenda at BSC. It’s critical for our category, and there is no better sandbox to test this than Kolkata, during Durga Puja & the ongoing Kartik month. The region is known to be a cultural hub filled with opinion makers and thought leaders, who carry their preferences across the country. We are overjoyed with the initial response and keen to replicate this model in other geographies.”

The campaign is conceptualised and developed entirely in-house and taken into the heart of Kolkata.