Philips India has announced a partnership with College Rivals, India’s premier collegiate esports platform, to drive campus presence for its male grooming product, Philips OneBlade. This is the third strategic partnership in a year that aims to strengthen the brand’s commitment to reaching the GenZ audience.
Collaboration Aims to Redefine Intersection of Gaming, Grooming, and Innovation
The collaboration aims to redefine the intersection of gaming, grooming, and innovation. It provides Philips with an opportunity to connect with a dynamic audience today that is always on the move. With Gen Z seeking quick solutions, Philips OneBlade perfectly aligns with their need for speed as they “move fearlessly” into adulthood.
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On-Ground Challenges to Engage GenZ Students
Under the partnership, College Rivals will represent Philips OneBlade during its gaming truck tour across 20 college campuses in Hyderabad, Mumbai, Pune, and Bangalore. Philips will be playing its brand film “Move Fearlessly” on the truck and using other marketing assets to promote the product’s “No Nicks, No Cuts” grooming experience. There will also be on-ground challenges with the product to engage with GenZ students.
In addition to the above, it is worth noting that the gaming industry in India is booming. According to a report by KPMG and Google, the Indian gaming industry is expected to reach $3.9 billion by 2025. This growth is being driven by the increasing popularity of esports, mobile gaming, and cloud gaming.
This collaboration is a great way for Philips to reach its target audience of GenZ gamers and connect with them on a deeper level. It is also a testament to the growing popularity of esports and gaming in India.
Talking about this association, Deepali Agarwal, Business Head, Personal Health, Philips Indian Subcontinent, said,
“At Philips, we’re constantly pushing the boundaries of innovation and creating meaningful experiences for our consumers. Philips One Blade is our unique proposition for teenage boys. We want to empower them to make bold and unconventional choices and move fearlessly. Our collaboration with College Rivals for the Gaming Tour in multiple cities is a testament to that commitment. We are extremely excited to be a part of the gaming universe and connect with Gen Z gamers. We believe that with OneBlade, Gen Z boys now not only have a great grooming partner but also a brand that empowers them to ‘Move Fearlessly’.”