'D2C lets you break the barriers of traditional marketing'
Shantanu Deshpande and Deepak Gupta, Co-founders of Bombay Shaving Company, talk about the brand's new logo, upcoming projects and more in this week's episode of e4m's D2C Revolution series
In the latest episode of D2C Revolution series, Shantanu Deshpande and Deepak Gupta, Co-founders of Bombay Shaving Company, shared that their brand’s logo revamp will strengthen visual branding and attract the consumer to pick their product among others on a store shelf.
Bombay Shaving Company entered the razor category long ago but not in an organised manner. Now, they have a focused approach towards the category with a new product line launch. The brand is now also moving towards a multi-fold approach which includes community building, content to commerce, and more via Razorpreneur, The Barber Shop and most importantly, the brand itself.
Deshpande said, “We realised that shaving is the core of our business, and razor is the core of shaving. So, we cannot not have a razor portfolio.”
New-age consumers today want to associate with brands at a very different level, beyond functions, according to Gupta. Especially men, who have always been very utility-driven consumers. Most brands don’t communicate with this kind of consumer beyond the utility factor because that's what drives the sales for them.
“With shows like The Barber Shop, the consumers associate now with the brand’s ideology, and value system, get awareness and education,” added Gupta.
Moving towards more targeted marketing, D2C brands have now levelled up from focusing just on brand building. This happens because D2C allows you to break the barriers of traditional marketing and distribution.
Gupta believes that this strategy helps to reach the consumer one-on-one and receive instant feedback and sales too. Over a period of time when the brand is successful in creating a cohort of consumers, they can make efforts to be more accessible and scale up the business.
He said, “But on the other hand, the role of how a brand engages with consumers beyond performance marketing, discounts, ad clicks, becomes very important.”
Speaking about the logo revamp, Deshpande believes the new logo is big, bold, and gives a challenger and outlaw vibe, mostly it's rebellious. Additionally, most rebels have self-mutilating tendencies like piercings and tattoos, and in a positive way. Hence, the ‘company’ in the logo has been shaved off.
“The logo with the ‘company’ cut off actually shows how much we are willing to give up to actually win and stand out,” added Deshpande.
