W38663

BOMBAY SHAVING COMPANY: BULLYING THROUGH THE “NEVER

GET BULLIED” CAMPAIGN1

Shailja Agarwal wrote this case solely to provide material for class discussion. The author does not intend to illustrate either effective
or ineffective handling of a managerial situation. The author may have disguised certain names and other identifying information to
protect confidentiality.

This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
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Copyright © 2024, Ivey Business School Foundation Version: 2024-09-16

The best and most beautiful things in the world cannot be seen or even touched. They must be felt with
the heart.2
—Hellen Keller

On April 27, 2024, Shantanu Deshpande, founder and chief executive officer of Bombay Shaving Company,
a grooming brand, found his company negatively mentioned in a post on X (formerly Twitter).3 The post
shared an image of a full-page newspaper advertisement in a major English daily that the company released
that same day, promoting its face razor for women, Bombae. The advertisement, presumably in support of a
young girl who was getting bullied on social media for facial hair, had backfired. Social media users criticized
the advertisement for being “insensitive and opportunistic,”4 blaming the company for taking moment
marketing to “new lows,” with an intent to “monetize” and “commercialize” a young girl’s story. 5 Within a
few hours of the post, it had been reposted more than 400 times and had received over one million views.6

A few hours later, Deshpande shared the controversial advertisement on his LinkedIn page with a message
of encouragement to the young girl,7 proclaiming the genuine intention of the company to stand by a
teenager who was being bullied for having facial hair and who had been made an innocent target of hate.
Deshpande clarified that the advertisement aimed to express solidarity and support to the girl without any
commercial motive.8 But this attempt added fuel to the fire, and the public’s anger only intensified at
Deshpande’s effort to justify Bombay Shaving Company’s advertisement.9 Did Bombay Shaving Company
indirectly support stereotypical and gendered beauty standards? Was the company’s communication
inappropriate? If yes, how? What should the company have done? Should Bombay Shaving Company have
done nothing and let the storm pass? Social media users waited in anticipation of Bombay Shaving
Company’s next move and continued to criticize Deshpande and his team, but the question that Bombay
Shaving Company needed to answer was what to do next.

COMPANY HISTORY

Founded in 2016 by Deshpande and headquartered in Delhi, India, Bombay Shaving Company positioned itself
as a premium grooming brand for men that offered a wide range of product categories, including trimming,
shaving, hair care, skin care, perfumes, and bath care products to customers across India.10 The company was

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founded with a mission to help men feel confident while looking their best by providing them with the best
grooming products available. Bombay Shaving Company operated with the belief that grooming was an
experience, not just a routine, and hence, aimed to make this experience an enjoyable one for its customers.11
With a stated commitment of being a cruelty-free brand, Bombay Shaving Company manufactured its products
without harsh chemicals like sulphates or parabens.12 In 2018, Bombay Shaving Company brought on Colgate-
Palmolive Company as its strategic partner and made itself an omnichannel brand.13 During the COVID-19
pandemic in 2020, Bombay Shaving Company introduced a host of low-cost do-it-yourself products.14 In 2021,
Reckitt Benckiser Group came on as Bombay Shaving Company’s strategic partner, while Bombay Shaving
Company also became the official product partner of Lakmé Salon across India. It was in 2021 that Bombay
Shaving Company introduced Bombae, the razor for women, and that Bombay Shaving Company was
recognized as the “Top 10 Most Loved Brand in India” and “Top 50 in the World.”15

Most of Bombay Shaving Company’s revenue comes from personal care and grooming product sales and
substantially less from the sale of its services. In fiscal year (FY) 2022, the company reported cumulated
earnings of approximately US$13.50 million16 as compared to $5.08 million in FY 2021.17 But despite the
increase in earnings, the company’s net loss surged to $5.61 million in FY 2022, owing to cash burn, an
increase in marketing expenses, and employee benefit expenses like bonuses, salaries, and provident funds,
among others. In FY 2023, Bombay Shaving Company declared a revenue of $22.76 million. Focusing on
its razors and trimmers segment and augmented by a wider distribution network, the company aimed to
achieve its targeted top line of $31–$34 million in FY 2024. For its next five-year vison, Bombay Shaving
Company planned to scale its revenue up to $240–$360 million and its female product line, Bombae, to
$120 million. The company also aimed to scale up its offline presence from the current 65,000 stores to
three to five lakh stores in the next two to three years, as Deshpande believed that offline sales were the
“belly of Indian retail market.”18

SHANTANU DESHPANDE

An alumnus of the Indian Institute of Management–Lucknow, India, Deshpande was a management graduate,
class of 2011, with a self-declared interest in meeting founders, discussing fresh ideas, and brainstorming
businesses. Having identified a gap in the Indian market for high-quality men’s grooming products, and with an
aim to revolutionize the way men approach grooming, in 2015, Deshpande founded Bombay Shaving Company,
and later, in 2022, The Barbershop,19 a podcast on entrepreneurship, business, and related domains.

GENESIS AND LAUNCH OF BOMBAE

It was during COVID-19 that the female staff at Bombay Shaving Company, which, until then, was a men’s
grooming brand, felt and discussed the absence of an affordable product line in the female grooming
space.20 This initial discussion led to the launch of three basic products for women: a razor, an aftershave
gel, and a foam. Bombay Shaving Company soon realized that the female grooming segment was largely
underrepresented and had a huge untapped market and that “COVID added tailwind to the process,”21
according to Siddha Jain, chief business officer of Bombae. This marked the birth of Bombae in late 2020,
with a focus on female grooming products and services.

Bombay Shaving Company launched multiple campaigns to create awareness regarding women’s grooming.
According to Jain, the company’s “tone and identity” and “fundamental objective” behind launching the Bombae
product line was “to celebrate a woman in all her glory. . . . by accepting that body hair is a part of [the body].”22

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Bombae was made available at retail outlets, pharmacies, cosmetic stores, and major e-commerce platforms,
including Nykaa, Amazon, and Flipkart. The brand started contributing around 20 per cent of Bombay
Shaving Company’s revenue.23

FEMALE GROOMING INDUSTRY

The female grooming segment in India was as one of the fastest growing segments and was set to witness
exponential growth from 2023 to 2030 (see Exhibit 1).24 By FY 2026, the female grooming segment in
India was projected to cross $553.17 million.25 The segment offered an impressive array of products
customized exclusively for women, catering to a range of needs such as cosmetics, skin care, hair care,
overall wellness, and feminine hygiene products. Multiple factors contributed to this expansion and promise
of the segment. Over the past decade, the market has witnessed a generational shift with the entry of younger
consumers, marked by increased disposable income, an evolved awareness toward grooming and hygiene,
and changing lifestyles. Influencers, social media, and ease of availability through e-commerce platforms
further contributed to this growth.26

This increasing emphasis on female-exclusive grooming products has driven a strong demand for
technologically advanced, innovative, and premium products addressing the growing needs of the female
consumer.27

MAJOR COMPETITORS IN THE FEMALE GROOMING SEGMENT

Bombae faced some tough competition from existing players in the market that had been around for more
than two decades. The difference between these brands and Bombay Shaving Company was that grooming
products were only one part of their offerings while Bombay Shaving Company focused exclusively on this
product line. Among the leading brands was Gillette by Procter & Gamble. Born in 2001 and reputed for
its manual razors and blades exclusively designed for women,28 Gillette Venus was a market leader since
its inception. Similarly, Veet by Reckitt Benckiser Group, which focused on easy hair removal solutions,
held a strong market position since early 2004 through its range of wax strips and hair removal creams.29
The convenience and easy hair removal solutions Veet offered made it a popular choice among female
consumers, contributing to its steady annual growth.30 BIC Soleil, which launched its range of disposable
razors exclusively for women in 2014,31 was another dominating player. Philips was another important
competitor, with its range of electric shavers and epilators tailored for female grooming.32 Owing to its
focus on quality and branding, Bombay Shaving Company was able to leave its mark among these existing
players through its female grooming category, Bombae. Collectively, these brands represented the dynamic
and competitive landscape of the female grooming market in India (see Exhibit 2).

THE “NEVER GET BULLIED” CAMPAIGN

On April 20, 2024, a female student from a small town in India received the highest exam score for the class
10 board examination conducted by the Uttar Pradesh Board of Secondary Education (UP Board). The student
secured an outstanding score of 98.50 per cent, with 591 marks out of 600.33 This achievement was especially
notable because the UP Board in India was considered the toughest in comparison to the other boards, like the
Central Board of Secondary Education or the Indian Certificate of Secondary Education.

Soon after, extensive media coverage began about the teenager’s parents, her school, and her age, among
other things. Her achievement was quickly overshadowed with a barrage of negative comments on her

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appearance, particularly her facial hair. One user called her parents “stupid” for not permitting her to get
“her appearance fixed.”34 Another user called her “unlady-like,”35 while another commented that “she
should focus on grooming herself.”36 Some internet users even manipulated and edited the teenager’s
picture so that she conformed to stereotypical beauty standards.37 Due to these, and many more, hateful
comments, a celebration of her academic prowess had turned into cyber-bullying. This relentless trolling
of the teenager came to be viewed as a testament to the harsh realities faced by young girls and women in
general. While she was grappling with this online mockery, a huge section of internet users were also
supporting her, lashing out to all those ridiculing her for her looks.38

It was during this time that Bombay Shaving Company extended its solidarity to the teenager by publishing
a print media advertisement in one of the leading daily newspapers in India. The full-page advertisement
had the message “Dear [Girl], they are trolling your HAIR today, they’ll applaud you’re A.I.R. [All India
Rank] tomorrow.”39 Note: the girl’s name was mentioned but has been removed here.

At the bottom of the advertisement, in a much smaller font and alongside the Bombae razor logo, was a
product promotion that read “We hope you never get bullied into using our razor.”40

THE CONTROVERSY AND THE BACKLASH

Internet users were quick to call out the not-so-subtle marketing strategy, with the first objection coming in
the form of a post on X, where a user called the advertisement “desperate” and “laughable.”41 The post went
viral quickly with a multitude of users reposting it and condemning the advertisement and the intent. One
social media user called the company desperate, saying, “Moment marketing to desperately jump on the
wagon of trends clearly shows. Still talking of razors? Is that how you encourage and celebrate heroes?”42

In an attempt to set things right by sharing the company’s perspective, that same day, Deshpande shared
the advertisement on his LinkedIn page and said, “It was shocking to see the amount of hate targeted at a
teenage girl who had TOPPED AN EXAM because of her facial hair. Our simple message to this amazing
young woman with such a bright future. Love to see my team ooze class. No opportunistic sale, QR code,
nothing. Just a heartfelt message to a fellow Bae” (Exhibit 4).43

This attempt, however, ignited another barrage of swift criticism. Deshpande’s Facebook and LinkedIn
accounts were bombarded with comments, labelling the advertisement as “bullying [the girl] on a national
level.”44 Users also bombarded Deshpande with questions on the legality and ethicality of the advertisement
since it had used the girl’s name, without consent, for commercial benefit.45

For the next few days, the advertisement and Deshpande’s LinkedIn post sharing the advertisement were
the central sources for the outrage pouring in from social media users and directed at Bombay Shaving
Company and at Deshpande. Internet users suggested that the company have a better advertising team,46
since the current team had taken “moment marketing to ‘new lows.’”47 Users also argued that the company
used the teen’s online bullying for a “cheap marketing ploy” and trivialized the trauma she might have
experienced.48. (See Exhibit 3 for responses on various platforms.)

THE WAY AHEAD

The backfiring of Bombay Shaving Company’s print advertisement was further fuelled by Deshpande’s
LinkedIn post in defence of the advertisement. Against the backdrop of the company’s visible support of
gendered issues, the dilemma that the company faced was if these accusations of creating an advertising
opportunity out of a girl being bullied for her looks needed to be addressed. Would staying silent be a better
strategy or would defending the position further control the damage?

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EXHIBIT 1: FEMALE GROOMING INDUSTRY IN INDIA

Beauty & Personal Care-Revenue by Segment

India (Billion USD)

2028 35.47
2027 34.55
2026 33.43
2025 32.47
2024 31.51
2023 30.54
2022 28.96
2021 25.58
2020 25.48
2019 26.98
2018 25.60

0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00

Total Skin care Personal care Fragrances Cosmetics Beauty tech

Note: All dollar amounts are in US dollars. Updated on March 2024.

Source: Created by author using data from Statista, “Beauty & Personal Care - India | Statista Market Forecast,” Statista,
accessed May 30, 2024, https://www.statista.com/outlook/cmo/beauty-personal-care/india#revenue.

EXHIBIT 2: FEMALE GROOMING INDUSTRY

Year of inception in Sales revenue

Brand Market share Product range
female category (US dollar)
Overall net sales of $21.9
Gillette (Procter & Razors, blades
Leading 2001 billion in the first quarter
Gamble) (Gillette Venus)
of 2024
Hair removal $1.1 billion annual
Veet (Reckitt
Significant creams, Waxes, 2000 revenue as of March 31,
Benckiser Group)
wax strips 2023
$2.4 billion fiscal year
Razors,
BIC Soleil Growing 2010 revenue as on
disposable razors
December 31, 2023
As part of the personal
care vertical, accounted
Electric shavers,
Philips Significant 2000 for 52% of the total sales
epilators
in 2022 under personal
health division
Razors, shaving
$22.7 million annual
Bombay Shaving creams,
Emerging 2020 revenue as of March 31,
Company aftershave
2023
products

Source: Barry Elad, “Gillette Statistics by Brand Valuation, Demographics, Razor Users, Country And Product Launch,”
Coolest Gadgets, updated August 8, 2024, https://www.coolest-gadgets.com/gillette-statistics/; “Veet India Company Profile,”
Tracxn, updated August 21, 2024, https://tracxn.com/d/companies/veet-india/__MJPyl64T0rVq7cT39y1h-
ars7DTFAnjp3uiRyQbnx0M; “BIC Overview”, PitchBook, accessed July 10, 2024,
https://pitchbook.com/profiles/company/53478-82#overview; Philips, Annual Report 2022, 19, accessed July 10, 2024,
https://www.results.philips.com/publications/ar22/downloads/pdf/en/PhilipsFullAnnualReport2022-English.pdf; “Bombay
Shaving Company Profile,” Tracxn, updated September 2, 2024, https://tracxn.com/d/companies/bombay-
shaving/__GS5sd1uTavrIu2IrFTrKDDrEFlTg1IBpqrEhp2tKGX4.

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EXHIBIT 3: EXCERPTS OF RESPONSES ON VARIOUS PLATFORMS

“Making matters worse, a bloody shaving products company thought it was appropriate to mock her. This
is not only insensitive but downright cruel. Shame on @BombayShavingCo for perpetuating such harmful
stereotypes and causing unnecessary trauma to a bright young girl.”

“This is shocking and in very bad taste. Bombay Shaving Company needs better brand advisors.”

“Disgusting. Bombay Shaving Company is a bigger troll here by writing the line at the bottom.”

“This is such a low class advertising from @BombayShavingCo & then the founder has the audacity to say
it is oozing class.”

“Can this girl please sue Bombay Shaving for using her name and context without her consent?”

“Blatant attempt to monetize and commercialize a serious issue.”

“These brands should know when to speak and when not to speak.”

“Not only opportunistic but also pandering and condescending. It’s a new low.”

“Isn’t this advertisement bullying Prachi on a national level? You need a better copywriter. This is
disgusting.”

“Hey Shantanu, this is absolutely absurd. Nothing cool about this ad, and it’s so unfortunate that even
companies with reputations don’t want to leave a chance of leveraging an unfortunate incident.”

“Distasteful. Not every situation should be dragged for your own branding.”

Source: Sonam Mahajan (@AsYouNotWish), “In solidarity with Prachi Nigam. It’s utterly disgraceful to see a kid facing
harassment in India,” X, May 2, 2024, https://x.com/AsYouNotWish/status/1785934103445151845; Trisha Sengupta, “Bombay
Shaving Company Slammed for ‘Dear Prachi’ Ad on UP Board Topper’s Facial Hair. What CEO Said,” Hindustan Times, April
27, 2024, https://www.hindustantimes.com/trending/bombay-shaving-company-slammed-for-dear-prachi-ad-on-up-board-
topper-prachi-nigam-s-facial-hair-what-ceo-said-101714219095841.html; Sahil Sinha, “Shaving Company’s Ad in UP Board
Topper Prachi Nigam’s ‘Support’ Backfires,” India Today, April 27, 2024, https://www.indiatoday.in/india/story/prachi-nigam-
bombay-shaving-company-ad-class-10-topper-up-board-student-trolled-2532504-2024-04-27; Anjali Lal (@AnjaliLal14), “Can
this girl please sue Bombay Shaving for using her name and context without her consent?,” X, April 27, 2024,
https://x.com/AnjaliLal14/status/1784124217811783901; “Bombay Shaving Company’s ‘Opportunistic’, ‘Desperate’, ‘Laughable’
Dear-Prachi Ad Slammed by Internet Users,” Storyboard 18, April 27, 2024, https://www.storyboard18.com/advertising/bombay-
shaving-companys-opportunistic-desperate-laughable-dear-prachi-ad-causes-a-storm-30049.htm.

EXHIBIT 4: THE LINKEDIN POST OF SHANTANU DESHPANDE

“It was shocking to see the amount of hate targeted at a teenage girl
who had TOPPED AN EXAM because of her facial hair. Our simple
message to this amazing young woman with such a bright future.

“Love to see my team ooze class. No opportunistic sale, QR code,

nothing. Just a heartfelt message to a fellow Bae.”

Note: The original post also featured the newspaper advertisement, which has not been shown here to respect the girl’s privacy.
Source: Ankit Sengupta, “Bombay Shaving Company Criticised for ‘Insensitive’ Ad on UP State Board Exam Topper Prachi
Nigam,” Money Control, April 28, 2024, https://www.moneycontrol.com/news/trends/bombay-shaving-company-criticised-for-
insensitive-ad-on-up-state-board-exam-topper-prachi-nigam-12709728.html.

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ENDNOTES
1
This case has been written based on published sources only. The interpretation and perspectives presented in this case are
not necessarily those of Bombay Shaving Company or any of its employees.
2
Helen Keller, “The Story of My Life,” Garden City, N.Y., Doubleday, 1954.
3
Gabbar (@GabbbarSingh), “Bombay Shaving Company does a full page ad for Prachi, The UP board topper, who was being
trolled for facial hair,” X, April 27, 2024, https://x.com/GabbbarSingh/status/1784091111793008767.
4
“‘Haven’t Seen Something This Desperate’: Bombay Shaving Company Faces Flak for ‘Insensitive’ Ad on UP Board Topper,”
Business Today, April 28, 2024, https://www.businesstoday.in/india/story/havent-seen-something-this-desperate-bombay-
shaving-company-faces-backlash-for-insensitive-ad-on-up-state-board-exam-topper-prachi-nigam-427272-2024-04-28.
5
“Bombay Shaving Company’s ‘Opportunistic’, ‘Desperate’, ‘Laughable’ Dear-Prachi Ad Slammed by Internet Users,”
Storyboard 18, April 27, 2024, https://www.storyboard18.com/advertising/bombay-shaving-companys-opportunistic-
desperate-laughable-dear-prachi-ad-causes-a-storm-30049.htm.
6
Gabbar, “Bombay Shaving Company.”
7
“Prachi Nigam Ad Controversy: Bombay Shaving Company Faces Backlash for ‘Supportive’ Ad Message,” The Economic
Times, April 27, 2024, https://economictimes.indiatimes.com/news/india/prachi-nigam-ad-controversy-bombay-shaving-
company-faces-backlash-for-supportive-ad-message/articleshow/109651456.cms.
8
“Shaving Company’s ‘Supportive’ Ad for Prachi Nigam Triggers Outrage,” Adgully, April 29, 2024,
https://www.adgully.com/shaving-company-s-supportive-ad-for-prachi-nigam-triggers-outrage-145098.html.
9
“Bombay Shaving Company’s ‘Opportunistic.’”
10
“About Us,” Bombay Shaving Company, accessed May 24, 2024, https://www.bombayshavingcompany.com/pages/about-us.
11
“About Us.”
12
“About Us.”
13
Supraja Srinivasan, “Colgate-Palmolive Picks Bombay Shaving Company for First Indian Investment,” The Economic Times,
August 22, 2018, https://economictimes.indiatimes.com/news/company/corporate-trends/colgate-palmolive-picks-bombay-
shaving-company-for-first-indian-investment/articleshow/65506767.cms.
14
Rajiv Singh, “How Bombay Shaving Company Found Its Core in the Middle of the Pandemic,” India Forbes, updated May
30, 2023, https://www.forbesindia.com/article/take-one-big-story-of-the-day/how-bombay-shaving-company-found-its-core-in-
the-middle-of-the-pandemic/82025/1.
15
“About Us.”
16
All dollar amounts are in US dollars, using date-wise exchange rates for US dollar and Indian rupee. “USD/INR - US Dollar
Indian Rupee,” Investing.com, accessed August 2, 2024, https://in.investing.com/currencies/usd-inr-historical-data.
17
Gargi Sarkar, “Bombay Shaving Company’s FY22 Operating Revenue Surges to INR 100 Cr, Loss Widens to INR 43 Cr,”
Inc42, March 15, 2023, https://inc42.com/buzz/bombay-shaving-companys-fy22-operating-revenue-surges-to-inr-100-cr-loss-
widens-to-inr-43-cr/.
18
“Corporate Governance Issue Wake-Up Call for Startups; Saddening to See Any Lapses: Bombay Shaving Company CEO,”
The Economic Times, updated August 20, 2023, https://economictimes.indiatimes.com/tech/startups/corporate-governance-
issue-wake-up-call-for-startups-saddening-to-see-any-lapses-bombay-shaving-company-ceo/articleshow/102872767.cms.
19
Shantanu Deshpande, LinkedIn profile, accessed June 12, 2024, https://www.linkedin.com/in/shantanudeshpandebsc/.
20
Si Ying Thian, “‘iPhone of Razors’: India’s Bombae Aims to Revolutionise the Underserved Women’s Grooming Market,”
Cosmetics Design Asia, March 15, 2023, https://www.cosmeticsdesign-asia.com/Article/2023/03/15/India-s-Bombae-
expands-product-range-to-cater-to-women-s-grooming-market.
21
Thian, “‘iPhone of Razors.’”
22
Thian, “‘iPhone of Razors.’”
23
Thian, “‘iPhone of Razors.’”
24
“Women Grooming Market Insights, Size, Share, Growth Up-to-Date Key Trends, Regional Outlook and Forecast - 2030,”
Stratagem Market Insights, May 2023, https://www.stratagemmarketinsights.com/report/women-grooming-market-204786.
25
“India Personal Market to Grow at CAGR over 20% in the Next Five Years,” TechSci Research, September 2023,
https://www.techsciresearch.com/news/5599-india-personal-grooming-market-to-grow-at-cagr-of-over-20-in-the-next-five-
years.html.
26
“Women Grooming Market Insights.”
27
DataGenix Solutions, “Women Grooming Products Market Size, Projections: Exploring Projected Outlook and Growth for
2024-2031,” LinkedIn, February 28, 2024, https://www.linkedin.com/pulse/women-grooming-products-market-size-
projections-exploring-9etbc/.
28
“Evolution of Venus Razors: A More Comfortable, Smoother Shave for Women | Venus UK,” Gillette Venus, accessed July
31, 2024, https://gillettevenus.co.uk/en-gb/womens-shaving-guide/facts-and-myths/evolution-of-venus-razors/.
29
“Reckitt Benckiser Launches Veet Hair Removal System,” Afaqs!, November 5, 2004, https://www.afaqs.com/company-
briefs/3233_reckitt-benckiser-launches-veet-hair-removal-system-.
30
Veet (website), accessed July 31, 2024, https://www.veet.co.uk/.
31
BIC Consumer Products USA, “BIC® Razors Celebrates 40 Years,” PR Newswire, November 9, 2015,
https://www.prnewswire.com/news-releases/bic-razors-celebrates-40-years-300174047.html.
32
“Hair Removal,” Philips, accessed July 31, 2024, https://www.philips.co.in/c-m-pe/hair-removal/lady-
shavers/latest#filters=LADYSHAVERS_SU.

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33
“UP 10th Board Result 2024 LIVE: Prachi Nigam Tops, Direct Link to Check Marks on HT Portal and Official Website,”
Hindustan Times, April 20, 2024, https://www.hindustantimes.com/education/up-10th-board-result-2024-live-uttar-pradesh-
upmsp-board-high-school-results-direct-link-toppers-at-upresultsnicin-101713591319513.html.
34
“She Scored 98% but the Internet Trolled Her for Facial Hair,” Outlook, updated May 4, 2024,
https://www.outlookindia.com/culture-society/she-scored-98-but-the-internet-trolled-her-for-facial-hair.
35
“She Scored 98%.”
36
AskAubry (@ask_aubry), “Prachi Nigam brilliantly was the best in her exams and is being celebrated,” X, April 21, 2024,
https://x.com/ask_aubry/status/1782226860039942565.
37
Devika Bhattacharya, “Social Media Shuts Down Trolls for Comments on UP Board Topper’s Facial Hair,” India Today,
updated April 22, 2024, https://www.indiatoday.in/india/story/prachi-nigam-up-board-class-10-topper-trolling-appearance-
gender-online-support-social-media-2530167-2024-04-22.
38
“Meet Prachi Nigam, UP Class 10 Topper, Who Is Getting Massive Support After Facing Online Mockery for Natural Facial
Features,” India.com, April 21, 2024, https://www.india.com/women/meet-prachi-nigam-uttar-pradesh-class-10-topper-who-is-
getting-massive-support-after-facing-online-mockery-for-natural-facial-features-up-board-results-2024-6875222/.
39
Gabbar, “Bombay Shaving Company.”
40
Gabbar, “Bombay Shaving Company.”
41
Gabbar, “Bombay Shaving Company.”
42
“She Scored 98%.”
43
Sengupta, “Bombay Shaving Company Criticised."
44
Sengupta, “Bombay Shaving Company Slammed.”
45
“Prachi Nigam Ad Controversy.”
46
Sengupta, “Bombay Shaving Company Slammed.”
47
“Bombay Shaving Company’s ‘Opportunistic.’”
48
“‘Haven’t Seen Something This Desperate.’”

This document is authorized for use only in Prof. Falguni Vasavada's Marketing Communication 2025 at MICA from Jan 2025 to Jun 2025.