boAt Uses Vijay Mallya Lookalike to Promote New Slazer Trimmers
boAt has launched a new ad featuring a Vijay Mallya lookalike to promote its Slazer trimmer range.
SociapaHQ
boAt has launched an interesting new advertising campaign for its Slazer Trimmers range, using a Vijay Mallya lookalike to grab consumer attention and introduce its latest grooming products.
The 46-second commercial revolves around a businessman-like character who gives credit to the trimmer for helping him look polished in a series of situations. In the ad, the lookalike claims the grooming device made him presentable for bank loan visits, easy passage through airport security, and evading journalists. The commercial also includes a nod to his podcast interview look.
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Check out the campaign here:
The launch comes as competition heats up in India’s male grooming market. IMARC expects the industry to be worth $2.45 billion in 2025 and to grow to $4.46 billion by 2034, at a compound annual growth rate of 6.66%.
Along with this campaign, the brand also launches its Slazer Trimmers lineup that includes three models, which are currently listed on boAt’s website at MRP prices of Rs 1,499, Rs 2,999 and Rs 4,999. The products are also available on Flipkart and Amazon.
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Grooming Market Push:
The ad is more about the Mallya-inspired humour than the product. Even in the final seconds, when only the trimmer is visible, the voiceover keeps the joke going by describing the product as being “recommended by nine out of ten tycoons.”
The launch also underscores boAt’s ongoing relevance in the personal grooming category. The company had earlier made its foray into the segment in June 2021 through MISFIT, a grooming-focused sub-brand targeted at the millennial and Gen Z consumers. The portfolio included beard trimmers, shavers and grooming kits sold as value-driven products.
The Slazer range is a new foray into the category, this time supported by a campaign built around viral appeal, not value-led messaging. However, there seems to be little activity around the MISFIT brand, with its Instagram last posting in 2024.
The launch comes as competition heats up in India’s male grooming market. IMARC expects the industry to be worth $2.45 billion in 2025 and to grow to $4.46 billion by 2034, at a compound annual growth rate of 6.66%.
