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Bombay Shaving Company launches Razorpreneur 2.0: search for top creators
Mumbai: Bombay Shaving Company has officially launched Razorpreneur 2.0, the second edition of its popular initiative aimed at finding ‘India’s Smartest Creator’. Building on last year’s success, Razorpreneur 2.0 promises a more thrilling experience with an array of top industry leaders, including Tanmay Bhat, Sahiba Bali, Revant Himatsingka, and Shashank Mehta, joining as Razorgurus. BSC’s founder and CEO, Shantanu Deshpande, will also be part of the search for India’s most talented creators.
Razorpreneur 2.0 is not just a search for top talent; it is a movement designed to empower the spirit of entrepreneurship across India. Hosted on ‘The Barbershop with Shantanu’ podcast and platform, the initiative emphasises the importance of content creation and monetisation as key elements for entrepreneurial success. The 30-45 day online drive will feature rich, engaging content that inspires user-generated content (UGC) for the brand. Razorpreneur 2.0 will also reach college campuses and city streets to demonstrate the power of content creation through the Sensi Smart 3 razor and reward outstanding creators.
The launch event kicks off with a masterclass featuring insights from accomplished entrepreneurs and creators like Tanmay Bhat, Sahiba Bali, Shashank Mehta, and Revant Himatsingka. Hosted by Shantanu Deshpande, the session delves into the evolving creator economy and offers practical advice on monetising content, equipping participants with essential skills for entrepreneurial success.
To encourage active participation, a nationwide challenge has been announced via social media and ‘The Barbershop with Shantanu’. Creators are invited to showcase their skills by producing impactful content featuring the Sensi Smart 3 razors. Top performers will earn recognition from the Razorgurus and win valuable rewards.
Rewards for Top Creators:
– Annual contract as a creator for Bombay Shaving Company campaigns
– Mentorship by Shantanu and other Razorgurus
– Cash prizes for top-performing content
– Commission on razor sales
– Opportunity to feature in the grand finale on *The Barbershop with Shantanu*
Bombay Shaving Company CEO, Shantanu Deshpande said, “We are incredibly proud of the success of the inaugural season of Razorpreneur, with our creative take on ‘selling’. With the second edition this year, we are shifting our focus to the art of content creation, recognising it as a critical skill for today’s entrepreneurs. At Bombay Shaving Company, we have always embraced an entrepreneurial spirit, and this initiative is designed to enable and reward that very spirit of India’s Smartest Content Creator”
Bombay Shaving Company, CMO, Gauri Malhotra added, “This season, we’re shifting our focus towards the powerful intersection of content and entrepreneurship. The SENSI SMART 3 Razor will remain central to this journey, encouraging participants to craft content that not only engages but drives results. We’re excited to see the creativity and passion this will inspire, and we look forward to supporting the growth of India’s next wave of creators and entrepreneurs”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
