The personal care brand Philips India has roped in the actor to promote its range of face stylers and other grooming kits including the Pro Skin Advanced beard trimmers, through its new campaign ‘Like a Brat’. The campaign has leveraged television, radio, outdoor and digital to promote the new brat philosophy of ‘Bold Rebellious and Trimmed’. Actor Arjun Kapoor is the brand ambassador for Philips India’s male grooming products range.

The TVC film has introduced the ‘Brat Manifesto’ that helps define brats and what they stand for.

On the digital front, a dedicated ‘Like a Brat’ website has been created for the campaign where one can pledge their allegiance to the cause and enter into exciting contests. The campaign is conceptualized and designed by digital agency Isobar.

It provides a Facebook login that makes it easy to register at the site with your email and a password. To make the site more interactive visitors are asked to tale a virtual oath of awesomeness over a candle, on the webcam. The recorded pledge video can then be submitted.

There are unique features on the campaign site like ‘Bratify Me’, which helps you identify your brat species. One can share this on Facebook and Twitter or invite their friends to find out their brat species as well. The site lists your brat twins too – your Facebook friends who are brats too!

The ‘Brat Academy’ enlightens one through ‘Brat lingo’, ‘Brat Memes’ and ‘Look a Brat’. While you can learn new brat words at brat lingo, brat memes are visually appealing and shareable too. The ‘Look a brat’ section educates you on beard styles and trimming techniques. The microsite also provides the information on the Philips trimmer along with a buy link.

The ‘Dare a Brat’ contest can get brats a chance to be featured in an episode of ‘Bachelor Pad’ Season 2 on MTV.

The brand is using social media to drive users to its microsite. The Philips Men India Facebook and Twitter pages are actively sharing the brat philosophy by inviting users to take the pledge at the site. Users have been engaged with the help of the ad film, memes, and #Likeabrat contest where the wittiest three tweets made with #LikeABrat hashtag on what makes them a brat were gratified with the Philips beard trimmer.