Brands
Philips trims the taboo with Oneblade Intimate
MUMBAI: Looks like Philips isn’t beating around the bush, literally! The brand has launched the Philips Oneblade Intimate, a sleek, skin-safe grooming device designed to make “down there” care feel as normal as skincare or shaving.
With India’s Gen Z leading a self-care revolution, Philips’ latest innovation answers a growing need for safe, irritation-free Intimate grooming. A recent Philips survey of over 6,000 young Indians found that a whopping 90 per cent already practise Intimate hair removal, but many still battle nicks, cuts and discomfort from products not built for sensitive zones.
Enter Oneblade Intimate: a unisex, waterproof device made to trim and shave with precision, protection and peace of mind. Its triple-protection skin protect blade system and fast-moving cutter (100 times per second) promise a smooth, nick-free experience, while a 3mm comb and rechargeable battery make it travel-friendly too.
To launch the product, Philips rolled out its cheeky Dontbeataroundthebush campaign with the tagline “Down there, done right.” From bush-shaped installations across Mumbai, Delhi and Bengaluru to influencer buzz and a vibrant event at Taj Lands End, Mumbai, the campaign turned Intimate grooming into a confident conversation about comfort and choice.
“Today’s younger generations are rewriting the rules of self-care,” said Philips personal health India subcontinent head Smit Shukla. “Their openness inspired us to create an honest conversation and a product that delivers safety, comfort, and freedom of choice.”
Priced at Rs 2,399, Philips Oneblade Intimate is available on Amazon, Blinkit, Instamart and Nykaa (which also offers an exclusive women’s edition with an exfoliating glove). Replacement blades range from Rs 899 to Rs 1,549.
With its bold messaging and light-hearted honesty, Philips has managed to make grooming talk, well, a cut above the rest.
Brands
Akoirah rolls out Diamond Draw campaign across cities for Akshaya Tritiya
Festive offer blends discounts with prize draws to boost jewellery shopping buzz
MUMBAI: Akoirah has launched a festive ‘Diamond Draw’ campaign across Mumbai, Navi Mumbai and Pune, aiming to add a dash of excitement to jewellery shopping ahead of Akshaya Tritiya.
Running from April 6 to 19, the limited-period initiative offers customers a chance to win diamond jewellery worth Rs 1.5 lakh with every eligible purchase. Winners will be announced in-store, with one winner selected per outlet, turning a traditional shopping ritual into a more interactive experience.
Alongside the draw, the brand is also offering a flat 20 per cent discount on diamond value during the campaign period, positioning the offer as both celebratory and value-driven.
The move reflects a broader shift in festive retail strategies, where brands are looking beyond straightforward discounts to create more engaging, experience-led campaigns. By linking each purchase to a unique entry in a store-specific draw, the campaign aims to keep participation simple while ensuring fairness across locations.
Speaking on the initiative, Akoirah founder Namita Kothari said the idea was to make festive buying more meaningful and rewarding. She noted that while Akshaya Tritiya remains deeply rooted in tradition, customers today are increasingly seeking memorable shopping experiences alongside value.
The campaign also taps into evolving consumer preferences, with buyers leaning towards lighter, design-led jewellery rather than purely weight-based purchases. This shift has encouraged brands to combine product appeal with experiential elements to drive footfall and engagement.
Backed by digital promotions and in-store activations, the Diamond Draw campaign is expected to build momentum during the festive window. As competition intensifies around key buying occasions, initiatives like these underline how jewellery brands are reimagining the retail experience to keep customers coming back for more than just the sparkle.
