Philips India has appointed actor Yash as the brand ambassador for its men's grooming portfolio.

The brand has also launched its 'Trimmers Ka Baap' campaign featuring Yash and partnered with the movie Toxic: A Fairy Tale for Grown-ups as its official grooming partner ahead of the film's worldwide release on 26 August.

The partnership with the movie will include product integration and campaign activity around the film's release.

The campaign film positions Philips' All-in-One Trimmer with BeardSense Technology as Yash's preferred grooming device. The technology scans beard density 125 times a second and adjusts power according to hair density.

The campaign will run across digital and social media, cinema, OTT, outdoor, retail and experiential platforms.

Philips said the association began after fans identified Yash using one of its trimmers in a behind-the-scenes clip earlier this year, which generated discussion across social media and entertainment platforms.

Smit Shukla, zone business leader - personal health, Philips Indian Subcontinent, said, "The best partnerships are often the most authentic ones. When fans organically discovered Yash using a Philips trimmer, it reinforced the trust consumers have placed in Philips over the years. As one of India's most loved style icons, Yash perfectly embodies confidence, individuality and excellence in grooming. Through our 'Trimmers Ka Baap' campaign and our partnership with Toxic, we're excited to showcase how Philips' innovation, led by our BeardSense Technology, helps consumers achieve professional-grade grooming at home."