To create awareness around manscaping and men’s intimate grooming, Milind Soman in association with Zlade Ballistic has unveiled a digital campaign highlighting the ease of grooming men’s intimate areas. The video opens up with Milind expressing how, unlike him, people treat their intimate areas too harshly. He then goes on to showcase those harsh ways using a peelers, scissors, a hedge trimmer and even a blowtorch on “symbolic” fruits! The video then cuts to Milind revealing how gently he treats his intimate area.

Known to speak up about bold issues, Milind Soman said, “I’m delighted to be a part of this initiative. Zlade is a purpose-driven Indian brand instituting a change in the men’s grooming segment; intimate grooming in particular. With a collective insight, we wish to elucidate on societal stereotypes when it comes to pubic hair, manscaping, and intimate grooming, and spark a necessary conversation about below-the-belt grooming habits as they directly associate to hygiene, lifestyle, intimacy, and more.”

View this post on Instagram

A post shared by Zlade Ballistic (@shopballistic)