Milind Soman Champions Intimate Grooming in Zlade’s Bold Campaign
Milind Soman Leads Zlade's Grooming Revolution with Cheeky Campaigns Advocating Male Intimate Hygiene Amid Rapid Growth in India's $2.1 Billion Male Grooming Market
sheetal
A year ago, supermodel and actor Milind Soman sparked conversations about male intimate grooming, calling out the lack of attention given to "below-the-belt" hygiene. Fast forward to 2024, Soman has taken his mission to the classroom as the professor of the Zlade Ballistic School of Grooming, a campaign by Zlade, a personal grooming brand, to instill better grooming habits in college students.
A Cheeky Classroom Lesson
In the campaign’s first ad, Soman faces an unprepared student whose poor hygiene makes an impression—unfortunately, not a good one. After dismissing the student, Professor Soman delivers a sharp verdict: “In class and in life, there is no room for men who do not groom.”
The ad humorously showcases the importance of pre-date grooming rituals and concludes with an invitation to “watch and learn” how average men can elevate their grooming game. The ad is part of a three-part series designed to address intimate grooming with cheek and wit.
Zlade’s Bold Campaign Strategy
Since October 2022, Milind Soman has been the face of Zlade Ballistic, bringing humor and candor to intimate hygiene discussions. Previous campaigns included quirky ads featuring "sensitive appendages" engaging in public banter about the joys of a good trim.
Nikhil Narayanan, Zlade’s creative head and brand director, emphasized the brand's focus on creating content that entertains without being intrusive. “Good content will always shine through, whether on social media or billboards,” he said, discussing the ongoing 'Below-The-Belt' campaign.
Male Grooming Market Boom
The campaign aligns with the growing demand in the Indian male grooming market, valued at $2.1 billion in 2023 and projected to double to $4.1 billion by 2032 (IMARC Group). Zlade competes with established brands like Philips, Braun, Xiaomi, Vega, and Beardo in this booming industry.
Building on a Legacy
Milind Soman, no stranger to grooming ads, previously starred in iconic Old Spice campaigns, highlighting the transformative power of personal grooming products. His association with Zlade continues to leverage humor and relatability to encourage conversations around male hygiene, a traditionally overlooked topic.
