boAt has expanded beyond audio products with the launch of its new Slazer Trimmers range, supported by a humorous digital campaign featuring a lookalike of businessman Vijay Mallya. The campaign uses satire and pop-culture references to attract attention while introducing the brand’s latest grooming products.
The 46-second advertisement showcases the Mallya-inspired character crediting the trimmer for helping him maintain a polished appearance in a series of playful scenarios. While the campaign has generated buzz online, much of the focus remains on the humour and references rather than the product’s features.
The Slazer range currently includes three trimmer models priced at Rs 1,499, Rs 2,999, and Rs 4,999. The products are available through boAt’s website as well as major e-commerce platforms.
The launch also marks boAt’s renewed push into the personal grooming category. In 2021, the company introduced MISFIT, a grooming sub-brand targeting millennials and Gen Z consumers. However, the brand has remained largely inactive in recent years, making Slazer appear more like a strategic re-entry into the segment.
With India’s male grooming market projected to grow significantly over the coming years, boAt will compete with established players across the grooming and personal care space while aiming to differentiate itself through marketing-led visibility.
