Philips India has appointed rocking star Yash as the brand ambassador for its men’s grooming portfolio, unveiling its new ‘Trimmers Ka Baap’ campaign featuring the actor.

The company in a press statement yesterday said the collaboration follows an earlier social media discovery by fans of Yash using a Philips trimmer in a behind-the-scenes glimpse, which sparked conversations across social media and entertainment platforms.

The campaign positions Philips’ all-in-one trimmer with BeardSense technology at its centre. According to the company, the technology scans beard density 125 times every second and adjusts power as it moves across dense and fine hair areas, aiming to deliver an even trim and sharp finish.

“I’ve trusted Philips with my grooming for years, long before this partnership was even a conversation. So, this felt like the next step with a brand I already believe in,” Yash said in a statement.

“Grooming is part of everyday life and having products that deliver consistency and performance- matters to me, and that’s what I value about Philips,” he added.

Smit Shukla, Zone Business Leader- Personal Health, Philips Indian Subcontinent, said the partnership was rooted in authenticity. “When fans organically discovered Yash using a Philips trimmer, it reinforced the trust consumers have placed in Philips over the years,” he said.

Philips has also partnered with ‘Toxic: A Fairy Tale for Grown-ups’ as the film’s Official Grooming Partner ahead of its worldwide release on August 26. The association is intended to connect Yash’s on-screen persona with his grooming choices off-screen.

The integrated campaign will roll out across digital platforms, social media, cinema, OTT, outdoor advertising, retail and experiential touchpoints.