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Philips is pushing their grooming gadget business in India with an appeal to men that is hard to resist. Their advertising campaign is trying to convince Indian men that their women want them to be more well groomed and stylish. The company offers a range of male grooming appliances, and the TV commercials use humor as a tactic to get their message across.

Philips decided to launch this campaign as part of a shift in their global marketing strategy towards focusing more on health and well being. Personal grooming was identified as being one of the major areas that could drive this shift, and the company hopes to use it to project a more youthful image. Philips has a product portfolio in India which offers both men's and women's hair removal products.