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
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
