"World's first 6-blade razor. Now in India. A campaign that put product precision centre stage, across billboards, buildings, and print."
The Brief
Launch LetsShave into the Indian D2C market with an OOH-first campaign communicating product superiority and driving online sales simultaneously.
Directed the full campaign creative, product photography ("All men are different, so are their razors," "Smooth. Smart. Steady.") to outdoor media execution across Mumbai, Hyderabad, and Chandigarh.
Product Photography
Art-directed the hero product photography series, each visual built around a single product truth. Precision, grip, sharpness communicated through craft, not copy.
OOH Campaign
Directed outdoor advertising across multiple cities, building wraps, billboards, transit. "World's First 6 Blade Razor + Trimmer. Now in India."
Humour Campaign
"Have you ever thought your mother might see you as...", the jackfruit and cactus humour campaign for online + print, built to drive both awareness and conversion.
"For the perfect first impression, shave with LetsShave. The campaign brief in five words."
— LetsShave, Campaign Brief
What I Learned
OOH and D2C are not contradictions. The biggest brand-building medium can drive the most direct response.
Product truth is the best creative brief. Six blades, a trimmer, 130 countries, the story writes itself.
