Brands
Gillette launches new MACH3 START with Hardik Pandya
MUMBAI: Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch – the MACH3 START.
Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who are just starting to shave.
Guys take pride in their tools – a drill, a game controller, a razor and hence, Gillette has come up with this innovative handle, which features blades that are thinner than a surgeon’s scalpel and coated with a diamond-like-carbon, making the blades stronger, resulting in a close and comfortable shave– even on the 15th shave. Available in a sleek, blue hue, the MACH3 START feels extraordinarily comfortable to hold and allows guys to have total control in any situation – when shaving at the sink or in the shower.
“Gillette takes pride in launching the new MACH3 START which is designed for the millennials who want the added benefit of a secure grip for total control even in wet conditions during a shave. It is being introduced at a lower price point to be more accessible to young men and those who are just starting to shave,” says P&G associate director and country category leader for shave care Indian sub-continent Karthik Srivatsan.
“It’s important that guys feel equipped to face every day with the right attitude and confidence,” adds brand ambassador Hardik Pandya. “I am excited to be the face of MACH3 Start, that not only takes care of the different grooming needs of the youth but also their preferred looks, different skin types and is also pocket-friendly.”
In addition to the launch of the MACH3 START with Aqua-Grip, Gillette is improving the MACH3 family with sharper blades on the MACH3 original to go up against tough beard hair. The blades are made with high quality stainless steel that is precisely thinned and coated for durability to ultimately cut through beard hair with greater ease. Over the past 20 years, Gillette MACH3 has continued to innovate and advance in precision technology and has delivered on craftsmanship to uphold its reputation.
Gillette MACH3 START with aqua-grip will be available across all modern retail outlets and ecommerce platforms pan India and is priced at Rs 169.
Gillette offers a wide variety of products including razors, shave gel (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
