Bombay Shaving Company
Translating collegiate grooming psychology into high-engagement digital content and viral brand affinity.
Comprehensive strategic engagement addressing critical operational and product challenges for Bombay Shaving Company.
EXECUTIVE BRIEF
Bombay Shaving Company (BSC) is a premier Indian omnichannel grooming and personal care brand, backed by Reckitt, Fireside Ventures, and Sixth Sense Ventures. Having disrupted traditional men's shaving, BSC expanded into women's hair removal and lifestyle fragrances, requiring fresh, unfiltered consumer intelligence from trend-defining Gen Z consumers.
Spearheaded a campus-based consumer intelligence engagement, conducting in-depth video survey research with Gen Z consumers to decode grooming habits, brand perception, and unmet needs.
Consumer insight report adopted by BSC's marketing team, directly informing 4 brand reels generating 100K+ collective views.
THE STRATEGIC CHALLENGE & BOTTLENECKS
Prior to engagement, Bombay Shaving Company encountered complex market friction across user adoption, operational workflow alignment, and competitive positioning. Our squad conducted root-cause modeling to isolate the core variables impeding scale.
Friction Factor 1
Traditional digital surveys yielded generic responses that failed to capture authentic emotional triggers and unspoken grooming insecurities.
Friction Factor 2
Gen Z collegiate consumers felt modern D2C grooming advertising had become repetitive, aspirational, and disconnected from campus reality.
Friction Factor 3
BSC's social marketing squad needed raw, relatable video soundbites and creative hooks to anchor their high-frequency Instagram and YouTube campaigns.
FOUR-PHASE STRATEGIC METHODOLOGY
Questionnaire Design & Video Methodology
Designed an unscripted, prompt-based interviewing framework to evoke spontaneous, candid disclosures about personal grooming routines.
- Crafted 15 psychologically calibrated conversational questions
- Established audio-video capture protocols across natural campus settings
- Trained collegiate squad researchers in active listening and non-leading probing
On-Campus Video Field Capture
Deployed research squads across North Campus Delhi University to conduct high-definition on-camera video interviews.
- Captured 120+ individual video interviews across diverse student demographics
- Gathered comparative sentiment on BSC razors, trimmers, and deodorants vs legacy competitors
- Logged non-verbal cues, hesitation markers, and spontaneous product endorsements
Thematic Tagging & Insight Synthesis
Transcribed, coded, and categorized hundreds of interview minutes into core consumer psychological archetypes.
- Qualitative sentiment tagging across price sensitivity, fragrance preference, and packaging appeal
- Extraction of verbatim consumer quotes and relatable collegiate slang
- Formulation of creative content concept cards for BSC social media writers
Creative Content Playbook Delivery
Delivered an edited video montage and campaign script deck directly to BSC's VP of Marketing and Brand Content Lead.
- Screening of executive highlight reel showcasing unvarnished consumer voices
- Delivery of 4 ready-to-shoot storyboard concepts and hook variations
- Campaign rollout tracking that generated 100K+ organic views within 14 days of launch
PROJECT ARTIFACTS & FIELD PHOTOGRAPHY
Analyzing unscripted on-camera student reactions to decode subconscious product perceptions and friction points.
The Startup Edge creative squad translating field soundbites into viral social scripts generating 100K+ collective impressions.
EXECUTIVE DELIVERABLES & IMPACT
Gen Z Grooming Sentiment Video Audit
Curated 15-minute executive documentary montage highlighting raw student feedback on product ergonomics and pricing.
Consumer Intelligence & Archetype Report
Strategic analysis breaking down grooming routines, decision triggers, and digital media consumption habits.
Viral Social Campaign Script Portfolio
Storyboards and narrative scripts for 4 high-performance Instagram reels successfully executed by BSC's creative team.
“The Startup Edge captured authentic collegiate energy that traditional research agencies simply cannot access. Their video insights directly sparked 4 of our most viral reels.”
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