Women’s hair removing model, BSC Women, a derivative of widespread males’s grooming model Bombay Shaving Company, has achieved what is taken into account a rarity today on the planet of media and leisure. They have discovered a like-for-like match in Alaya F – to symbolize the model’s values and promise to a brand new technology of daring, experimental, and uncompromising younger ladies – who’re pushed by private alternative, and social media.

In true Alaya F fashion, the announcement comes with the release of a model movie and marketing campaign provocatively named ‘Smooth AF’; which challenges the status quo, and questions how ‘hair removal’ is presently perceived and depicted by traditional and established FMCG players.

In addition to Alaya F, the campaign brings together some of the smoothest talents in Bollywood today. It has been co-created with The Collective Artists Network and produced by Cutting Crew Films. The film depicts 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.

Here’s what Alaya F needed to say: “I was a part of the BSC women’s 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”.

Commenting on the affiliation, Siddha Jain, Head of Bombay Shaving Company Women, says: “There might be no higher embodiment of the spirit of the model and enterprise than Alaya. From her posts signed off as ‘AF’ – to the way she moves – Alaya F is a non-conformist and personifies the confidence and determination of a strong new-age woman. Not only is she extremely talented and gorgeous, she constantly pushes herself and challenges the status quo. Both in reel and in real life, she is unapologetically herself, goes all-in, and does things on her terms. She is chaotic, fun-loving, and charismatic and we believe she can carry this to imperfection (pun intended). Our association with her is a step towards reinforcing the connection with our consumers who are raring to change the game and taking the world by a storm”

Sharing his views, Shantanu Deshpande, CEO of Bombay Shaving Company, summarized the significance of this association: “This is a very exciting phase for us. We have always been confident of the women’s business-leading us into the long run. Today we’re liked by individuals who know us. But because of the character of the ladies’s private care class and this new affiliation with Alaya F, we’re poised to take the leap, and turn into a liked, talked about and shared model, throughout the nation”.

The model is leaving no stone unturned to take the ‘SmoothAF’ message to its tribe. In addition to collaborating with quite a few influencers throughout the board; the marketing campaign is being deployed on main OTT platforms & programmatic promoting, together with widespread social, on-line, and offline channels.

ALSO READ: Alaya F is an icon for beach fashion as she stuns in a white floral outfit in the Maldives


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