Founded in 1960, Vi-John Group began its journey with a small manufacturing unit focussed on personal care products like a petroleum jelly and perfumed hair oil. Over the decades, it has transformed into a multifaceted company, establishing itself as a leading manufacturer in the personal care, healthcare, and cosmetics industries. Today, Vi-John is a household name, synonymous with quality grooming and skincare solutions, with a strong presence across India and international markets.
Marketing Campaigns
Vi-John has utilised celebrity endorsements and innovative marketing strategies to enhance brand visibility:
· Grooming ka MahaKumbh: In 2025, VI- John Enters Asia Book of Records VI- John Enters Asia Book of Records for ‘Grooming Ka Mahakumbh’. The brand organized a free grooming initiative, ‘Grooming Ka Mahakumbh,’ bringing together an impressive 10,410 participants who took the ‘Grooming Pratigya,’ pledging to make personal grooming a nationwide movement.
· Vi-John Premier League: Collaborating with CupShup, Vi-John initiated this campaign to connect with cricket enthusiasts, leveraging the excitement of the Indian Premier League to engage consumers nationwide
· ‘Shaving Se Snan Tak’ Campaign: In 2023, Vi-John launched this digital campaign during the Magh Mela, offering over 12,000 shaves to devotees and utilizing mobile marketing, paid media, and influencer marketing to penetrate Tier 2 and 3 cities.
Medianews4u.com caught up with Ashutosh Chaudharie, General Manager Marketing VI-JOHN Group
Q. Lots of brands associate with the MahaKumbh. How did the idea of ‘Grooming ka MahaKumbh’ come about? On the back of this initiative, how does VI-John plan to sustain consumer interest in personal grooming?
The concept of ‘Grooming ka MahaKumbh’ was born from the insight that grooming, like the MahaKumbh, is a ritual of transformation, one that renews confidence and uplifts spirit. While many brands participate in the MahaKumbh to align with their cultural values, we chose to build a more meaningful connection by placing grooming at the heart of this spiritual celebration.
We saw an opportunity to elevate personal care from a routine to a tradition, deeply rooted in Indian values yet forward-looking. Through this initiative, we’re not just promoting products but also encouraging a mindset where grooming becomes an essential part of one’s identity and self-expression.
To sustain momentum, we amplified this message through multi-channel outreach, i.e., digital campaigns, influencer partnerships, retail activations, and community engagement. ‘Grooming ka MahaKumbh’ is our way of starting a nationwide conversation on grooming, making it inclusive, aspirational, and accessible to every Indian.
Q. The company also had a presence at the Magh Mela. Is the aim of outdoor activation like this brand building, or do they also drive sales? How important is on-ground activation in the company’s media mix?
For a brand with a purpose like “Grooming India,” on-ground activations are crucial pillars in a 360-degree approach. They complement ATL efforts—TV, print, and digital—by converting passive impressions into real-world connections.
Especially impactful in Tier 2–4 towns where digital reach may be limited, these activations foster deeper consumer engagement through sampling and product trials. While immediate sales may not be the primary objective, they help to build trust, drive future purchase intent, and strengthen relationships with local retailers. This experiential approach ensures VI-JOHN remains top-of-mind and relevant across diverse consumer segments.
Q. Last year, the company unveiled an 8-foot Ganapati statue, crafted entirely from shaving cream and foam. This year, what innovations can one expect on the ground?
Building on the overwhelming response to last year’s iconic 8-foot Ganpati idol crafted entirely from shaving cream and foam, an innovation that earned a spot in the Asia Book of Records, the brand is set to elevate the experience this year with fresh, on-ground innovations.
This time, our focus is on deeper consumer engagement through interactive grooming zones, live demonstrations, and culturally rooted experiences that bring grooming and tradition together. By merging the spirit of celebration with personal care, we aim to spark conversations around grooming as a form of self-respect and pride. With every initiative, VI-JOHN reaffirms its commitment to making grooming accessible, meaningful, and truly Indian in its essence.
Q. To amplify these on-ground activities, did they also have mobile marketing, paid media, and influencer marketing components?
Most of our campaigns have a 360-degree amplification plan, and this was no different. We leveraged social media platforms like Instagram and Facebook to reach our target audience and ran an influencer campaign featuring creators popular among the youth in key geographies.
Additionally, SMS marketing was used to drive further engagement. These digital and mobile touchpoints complemented our on-ground efforts, ensuring consistent messaging and broader reach across both physical and digital channels.
Q. Beyond on-ground, what other campaigns can one expect, and will they straddle multiple marketing vehicles?
We follow a marketing calendar that takes into account our business objectives as well as our key markets.
Like every year, we have planned our marketing initiatives, and they will cover all the relevant media vehicles. The coming year will be a mix of a repositioning campaign for our existing range and the launch of multiple new products.
Q. Does the company’s marketing message usually focus on a smooth experience for the consumer?
Yeah, the company’s marketing message consistently emphasizes delivering a smooth, effortless experience for the consumer.
Whether it’s through the texture and quality of its grooming products, like shaving creams and foams, or through the convenience-driven innovations in packaging and accessibility, the brand’s core promise revolves around ease, comfort, and confidence around grooming.
Campaigns often highlight how VI-JOHN makes grooming simple, enjoyable, and effective, ensuring that every product enhances the consumer’s daily routine. This focus on smoothness also extends to the overall brand experience, with thoughtful engagement, quality assurance, and affordability working together to create a seamless journey for every user.
Q. The grooming category cuts across D2C and omnichannel areas. What is the Vi-John Group’s strategy going to be to grow sales? Are online and offline equally important?
For VI-JOHN, both online and offline channels play a crucial role in driving growth, and the brand’s strategy is designed to leverage the strengths of each. On the online front, the company is doubling down on e-commerce and direct-to-consumer (D2C) platforms, enabling a more personalized shopping experience, broadening its reach, and tapping into the growing demand for online grooming products.
Meanwhile, offline presence remains vital, especially in Tier 2 and Tier 3 cities, where retail partnerships and modern trade are key drivers of growth. The strategy includes a strong emphasis on omnichannel marketing, offering customers a seamless shopping experience across touchpoints, both digital and physical. By integrating D2C and omnichannel strategies, the brand aims to meet consumer needs wherever they prefer to shop, ensuring a consistent and convenient experience that drives sustained sales growth.
Q. In 2023, the Vi-John Premier League was done. The company was last year associated with the Lucknow Super Giants. This year, what role are cricket and sports playing in building a strong male connection?
Building on the success of last year’s Vi-John Premier League campaign and the partnership with the Lucknow Super Giants during IPL 2024, cricket and sports continue to play an important role in strengthening Vi-John’s connection with its male audience.
By aligning with cricket, a sport that resonates deeply with Indian men, Vi-John taps into shared passions and values, fostering a sense of community and trust. The brand’s strategic presence in cricketing events not only enhances brand visibility but also reinforces its commitment to celebrating masculinity and self-care. This approach ensures that the brand remains relevant and relatable, building lasting relationships with its consumers.
Q. What role are AR, VR, and MR playing in helping make the company’s ads stand out in online media? Also, are paid and earned media equally important?
In today’s hyper-digital world, where attention spans are shrinking and consumer expectations are rising, technologies like AR, VR, and MR, along with a smart mix of paid and earned media, are playing an increasingly pivotal role in amplifying brand storytelling and engagement. We intend to use AR/VR to differentiate in cluttered digital spaces, especially during key campaigns or launches.
The role of Run paid media would be to amplify the message across digital, print, OTT, and regional channels. We will like to spark earned media through influencer collaborations, purpose-led storytelling (e.g., Grooming India), and strong consumer engagement
Q. Who are the key content creators that the company works with to create appealing regional content to penetrate tier two and three towns and cities?
As regional content is becoming one of the most powerful levers to penetrate Tier two and three markets, where language, relatability, and cultural relevance are key.
While the exact list of creators would depend on product category, target region, and budget, below are the key filters based on which we tend to shortlist. Our focus is on creators with high engagement rates rather than just large followings, as trust and relatability matter more than polished content.
We prioritise regional language fluency and cultural resonance, ensuring content feels local and authentic. Location-based targetting also plays a key role, like collaborating with a Marathi influencer in Nagpur or a Kannada creator in Mangalore.
Q. Could you shed light on the company’s approach towards hyper-personalisation, which is growing in importance across categories?
Hyper-personalisation is no longer a “nice-to-have,” especially in the personal care space, where consumers are seeking products and experiences tailored to their unique skin, hair, and lifestyle needs. For Vi John, with its mission of Grooming India and reaching across diverse segments, this is a huge opportunity to deepen loyalty and increase both relevance and value.
Hyper-personalisation for VI John isn’t just about “premium appeal,” as it’s a way to make grooming more accessible, inclusive, and confidence-boosting for every Indian, whether in Mumbai or Muzaffarpur.
