BSC Women, a spin-off of men’s grooming brand Bombay Shaving Company (BSC), has entered into a partnership with Bollywood’s Alaya F.
The announcement comes with the launch of a brand film and campaign named ‘SmoothAF'; living up to the brand’s promise of delivering experiential hair removal products for the bold, progressive women of today.
Alaya F said, “I was a part of the BSC women tribe even before signing the contract. I have been a regular user of their hair removal products for some time, and can personally say they are fab. I’m so enthusiastic about what the brand is trying to achieve, because I see so much of myself in it. I’m thrilled that this vibe has come through in the film as well.”
Siddha Jain, head of Bombay Shaving Company Women, said, “There can be no better embodiment of the spirit of the brand and business than Alaya. From her posts signed off as ‘AF’ – to the way she moves – Alaya F is a non-conformist and personifies the bold and unapologetic women of today. We are delighted to have her as the face of the brand because not only is she absolutely talented and gorgeous but she constantly challenges the status quo while being her 100% authentic and kind self. Our association with her is a step towards reinforcing the connection with our consumers who are raring to change the game and take the world by a storm.”
The campaign has been co-created with The Collective Artists Network and produced by Cutting Crew Films: It shows Alaya as her authentic self, through uninhibited movements, playful musicality, and progressive imagery in an exciting, bold and badass tone, while still retaining her endearing innocence.
Shantanu Deshpande, CEO of Bombay Shaving Company, said, “This is a very exciting phase for us. We have always been confident of the women’s business leading us into the future. Today we are loved by people who know us. But thanks to the nature of the women’s personal care category and this new association with Alaya F, we are poised to take the leap, and become a loved, talked about and shared brand, across the nation.”