Philips India has announced a strategic partnership with Red Bull for the upcoming Soapbox Race in Hyderabad, as part of its continued focus on entering the gaming space. This collaboration aims to engage the vibrant and dynamic Gen Z audience, aligning with Philips’ objective to connect with this demographic and promote the spirit of fearlessness embodied in its revolutionary male grooming product, OneBlade.
As a key component of this partnership, Philips India will participate in the Red Bull Soapbox race with a non-motorized car cleverly designed in the shape of the OneBlade. This initiative seeks to showcase the exceptional features of the OneBlade while reinforcing the brand’s overarching narrative of ‘Move Fearlessly.’ By emphasising its ‘No Nicks, No Cuts’ brand promise, this collaboration extends beyond product representation, serving as an inspirational message for young individuals to approach life with confidence and effortlessly groom their beards.
“As a brand committed to technology and innovation that enhances self-care rituals among consumers, Philips India continually seeks new avenues to connect with diverse audiences. In line with our focus on the youth, we are excited to partner with Red Bull Soapbox Race for this adrenaline-fueled event. Our unique offering, OneBlade, champions bold and unconventional choices for teenage boys in India. The uniquely designed OneBlade soapbox cart resonates with the Gen Z audience, showcasing the OneBlade philosophy of #MoveFearlessly that align seamlessly with the thrill of the race. We look forward to an electrifying race and an unforgettable experience for everyone attending the event,” Deepali Agarwal, business head, personal health, Philips India Subcontinent, said.
Through this collaboration with Red Bull Soapbox Race, Philips aims to incorporate the grooming technology of OneBlade to connect with younger audiences in a fun and original way compared to traditional media approaches.
Philips will curate content during the Red Bull Soapbox Race and leverage this partnership through various social media channels. Anticipating over 15,000 fans and an expected viewership of 125 million (TV + digital), this collaboration aims to leave a lasting impact on social media, with an ambitious goal of generating over 100 million impressions.
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