Highlights
Vi-John Shaving Cream Campaign: Originality in Grooming
Vi-John, recognised as India’s foremost shaving cream brand with more than sixty years in the grooming sector, has introduced its latest integrated campaign featuring actor Ranbir Kapoor. Centered on the theme Photocopy Nahi, Original Dikho, the campaign emphasises grooming as a means to demonstrate authenticity and uniqueness.
Recognising a New Generation
For many years, Vi-John has been associated with accessibility, quality, and reliability. This campaign aims to connect with a younger demographic of Indian men who wish to showcase their true selves rather than imitate others. The initiative encourages men to abandon the imitation look and embrace their individuality, complemented by the launch of Vi-John’s new premium shaving product line.
Ranbir Kapoor Takes a Stand
Ranbir Kapoor, representing the campaign, mentions that today’s youth are driven by the desire to stand out and that grooming plays a vital role in expressing their uniqueness. He appreciates how Vi-John encourages young men to break free from being mere copies and to embrace their own identity. The idea is straightforward yet powerful, reflecting contemporary sentiments.
Creative Execution and Reach
The conceptualisation of this campaign has been handled by Havas Creative India and is being rolled out in partnership with Dentsu Media. It is being disseminated across various platforms, including television, digital media, print, and social channels, using a blend of humor and freshness to engage younger viewers. The objective is to position Vi-John as more than just a shaving brand, aiming to be an enabler of self-confidence.
Leadership Perspectives
Harshit Kochar, managing director at Vi-John Group, expresses that through Photocopy Nahi, Original Dikho, the brand celebrates individual uniqueness. While Vi-John has always symbolised accessibility and trust, the modern consumer seeks relevance and originality, which this campaign encapsulates—remaining grounded in tradition whilst adopting a sharper, more contemporary voice.
Ashutosh Chaudharie, general manager of marketing, adds that this campaign marks a pivotal moment in Vi-John’s branding evolution. It is not merely about showcasing grooming items; it’s about acknowledging one’s identity. With Ranbir at the forefront of the narrative and creative partners enlivening it with engaging storytelling, there is confidence in forging a deeper emotional connection with today’s youth.
Introducing the Premium Shaving Range
The campaign also highlights Vi-John’s new premium shaving products, which include dermatologically tested and sulphate-free formulations alongside advanced razors. These innovations are designed to cater to the changing grooming needs of contemporary Indian men, seamlessly merging efficiency with care.
Creative Insights from Havas
Anupama Ramaswamy, managing director and chief creative officer at Havas Creative India, articulates that the new campaign for Vi-John transcends being just a product advertisement. It engages with universal human behaviours, urging individuals to reconsider their choices. Following trends is straightforward, but true distinction stems from one’s distinct style. The eye-catching visual message of ‘don’t be a photocopy’ is delivered by Ranbir Kapoor in his signature dynamic and charismatic manner.
Redefining Grooming with Vi-John
Through Photocopy Nahi, Original Dikho, Vi-John reinterprets grooming as an emblem of individuality and confidence. This campaign highlights the brand’s commitment to staying relevant for future generations while honouring its sixty-year legacy of “Grooming India.”
