Men's grooming brand Zlade appoints Milind Soman as brand ambassador

By

Isabelle Crossley

Published
Oct 28, 2022

Zlade has appointed actor Milind Soman as its new brand ambassador. The men’s grooming and personal care brand has enlisted Soman to promote its  ‘Zlade Ballistic’ range of men’s intimate hygiene and below-the-belt grooming products, Zlade announced in a press release. 

“Feels good to be a part of this campaign by Zlade Ballistic,” said Soman in a press release. “They are a purpose-driven Indian brand that is pioneering change in the men’s grooming segment; intimate grooming in particular. With a shared vision, Zlade Ballistic and I want to throw light on societal stereotypes when it comes to pubic hair, manscaping, and intimate grooming, and spark a necessary and candid conversation about below-the-belt grooming habits since it ties directly to hygiene, lifestyle, intimacy, and more. I’m delighted to be a part of this initiative.”
 
The campaign will feature “social experiments”, a photoshoot, and an advertising film which will be broadcast across a range of channels, according to the brand. The brand aims to promote its Zlade Ballistic line and increase awareness about male grooming and ‘manscaping’ with the campaign. 

“There is a tendency in our society to avoid conversations about intimate grooming and hygiene,” said Zlade’s co-CEO and co-founder Suraj Chaudhari in a press release. “It is important to us as a brand to normalise the notions people have about manscaping (and create awareness around the subject and the problems or infections the lack thereof can lead to). Milind Soman has always been the epitome of health and fitness and he has never been shy to call a spade a spade. These aspects of his personality, along with his undying popularity across age groups and genders, make him the ideal fit for Zlade Ballistic. Zlade's association with him will make Indian men more aware of their intimate grooming and hygiene habits. As a company, we aim to introduce manscaping to India and revolutionise the men's intimate grooming landscape.”