Bombay Shaving Company rides on the Sacred Games wave

As much as India waits to celebrate its 73rd Independence Day and Rakshabandhan this 15th August, netizens are going gaga over the release of the second season of popular Indian webseries Sacred Games, on the same day. Since the announcement of the second season of this Netflix series in September 2018, various brands including OnePlus and Amul, have piggybacked on its popularity. The latest edition to the list is Bombay Shaving Company, a men's grooming brand.

The Delhi-based brand has come out with customised grooming kits for men as a part of its Rakhshabandhan campaign #SacredKits, with quirky taglines based on popular dialogues from the series - 'Apun ko zindagi me kuch detox karna tha', 'The game's bigger, the stakes are higher, and the grooming kits are ready', 'kabhi kabhi lagta hai beard ich bhagwan hai', and 'jab tak ye face shave nahi hoga, apun idhar ich hai'.

Over a telephonic conversation, Raunak Munot, co-founder, Bombay Shaving Company, tells afaqs! that the campaign aims to start "cultural conversations" around the subject of grooming, a not-so-discussed topic. "Given the popularity of the show among the fan-base, we see this as a great opportunity to attract them. The taglines for our customised grooming boxes use the same tonality as some popular dialogues from the show," he says.

Munot clarifies that although the brand has not tied up with Netflix or Sacred Games for the campaign so far, the team would like to explore the opportunity, if the effort pays off.

Meanwhile, brands across categories are punning on the launch of the second season of Sacred Games. Sample these examples: