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Bombay Shaving Company announces R Ashwin as brand ambassador
New Delhi: Personal care brand Bombay Shaving Company has announced its association with Indian cricketer R Ashwin as its ambassador. The brand has launched an omnichannel campaign called ‘Shave to Shine’ featuring the cricketer in a completely new avatar.
With the festive season coming up in a few months, starting with Rakhi, the brand intends to capture the gifting market with innovative shaving and gifting solutions, it said in a statement.
The campaign is co-developed with The Collective Artist Network and produced by Cutting Crew Films.
Bombay Shaving Company’s VP-marketing, Samriddh Dasgupta said, “Our research indicates that men feel better prepared to take on the day after a great shave. We are all amazing in our own lives, and a good brings out that confidence in us. We have attempted to capture the intelligence, wit, and panache of Ashwin in this very high-style high-impact film. We wanted the viewer to see Ashwin in a completely new avatar – not just as a cricketer, but as the suave R Ashwin off-the-field. As a challenger brand, we invest in disruptive, visually delightful, social media-friendly, and relevant storytelling. The campaign will be taken across products, digital media, retail branding, and influencers.”
Speaking on the association, R Ashwin shared, “I am delighted to support and co-create solutions with Bombay Shaving Company. Shantanu and the team have built an iconic brand that delivers an exemplary experience of grooming through the superior quality of their products. I have used all their hair removal solutions and find them to be thoughtful, consciously created, and specially crafted for Indian men’s skin. I spend a lot of my time on the field and need products that are gentle, effective, and high-quality. I have found that in Bombay Shaving Company. I am superbly excited with what the future holds for the brand, and wish them the best.”
The brand has also launched its flagship silver metal razor in two exciting new colors and material changes. Both the razors are signed by R Ashwin and available on the brand website, as well as on Amazon, Flipkart, Nykaa, Cred, and across many retail outlets.
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Times of India launches SFI Expo for sports, fitness and infrastructure
New exhibition to bring together stakeholders across India’s growing sports ecosystem in July 2026.
MUMBAI: The Times of India is stepping onto the field with a brand-new playbook this time, not with ink and paper, but with a full-scale exhibition that promises to score big for India’s sports industry. The Times of India has announced its entry into the exhibitions business with the launch of The Times of India Sports, Fitness and Infrastructure (SFI) Expo. Set to be held in July 2026 in New Delhi, the expo aims to create an integrated platform that connects the entire value chain of sports, fitness, technology and infrastructure.
Powered by 187 years of credibility across print, digital and experiential media, TOI is positioning the SFI Expo as a major collaborative hub for sports enterprises, infrastructure companies, government bodies, fitness and wellness firms, athletes, innovators and communities.
The exhibition will cover everything from planning and building world-class sports facilities to enabling advanced training environments and performance solutions, with a strong focus on innovation in training, recovery and technology.
Speaking on the initiative, Bennett Coleman & Co. Ltd. (The Times of India) president for eesponse & brand capital Surinder Chawla said, “India is entering a dynamic new era. Both traditional and new sports are growing exponentially. Government initiatives such as Khelo India and Fit India are nurturing young athletes and steadily strengthening India’s imprint on the world sporting arena. This exhibition aims to unite stakeholders across the sports value chain and help accelerate India’s journey towards a robust, world-class sporting ecosystem.”
Designed as an annual platform, the TOI SFI Expo will facilitate dialogue, partnerships, knowledge exchange and investment opportunities, supporting the development of a more inclusive and future-ready sporting landscape in India.
From match reports to match-making for the entire sports ecosystem, The Times of India is now extending its legacy of influence from the newsroom straight into the arena. With the SFI Expo, TOI isn’t just covering the game, it’s helping build the stadium, the training tech, and the future of Indian sports.
