Philips’ bold “Don’t Beat Around the Bush” stunt with giant arrows revealed the OneBlade Intimate trimmer, sparking buzz on streets and social media.
Philips OneBlade Intimate
Last week, a strange installation caught the attention of commuters in Mumbai, Delhi, and Bengaluru: a giant bushy arrow planted in a white pot and wrapped with yellow tape carrying the line “Don’t Beat Around the Bush”. Beside it, a QR code led only to a cryptic Instagram handle, @downtheredoneright, which posted teasing updates without revealing who was behind the stunt.
The installations appeared in high-footfall locations, including Marine Drive and the Gateway of India in Mumbai, North Campus & India Gate in Delhi, and MG Road and Brigade Road in Bengaluru. The unexplained display quickly became a talking point: commuters traded guesses, meme pages shared theories, and even actor Jackie Shroff, known for his fondness for plants, was jokingly linked to the spectacle.
The reveal arrived when the @downtheredoneright page owned by Philips released a short film. The video showed the giant bushy arrow bursting to unveil the Philips OneBlade Intimate trimmer, carrying the message that had driven the speculation: “Don’t Beat Around the Bush. Down There, Done Right.”
This activity wasn’t limited to the on-ground installations, but big influencers were also involved in this. Influencers like Badshah, mimic artists, and Gen-Z voice Arya Khotari joined the guessing game with vox-pop videos that kept the conversation alive until the final film went live.
The moment Philips revealed the OneBlade Intimate Trimmer, social media again went wild. Comment sections filled up fast, some people laughed at their own wrong guesses, some claimed they’d seen it coming, and others just wanted more details about the product. Like most of us, plenty of people ended up applauding the team behind the stunt.
At each installation site, the final set-up placed the trimmer within the arrow, underlining the idea behind the campaign, to normalise conversations around personal grooming and show that speaking openly about intimate hygiene need not be awkward.
This generational reveal did not have only buzz but a very clever message for intimate hygiene, which is still seen as taboo.
What began as an unexplained giant bushy arrow evolved into a citywide guessing game and an online conversation that stretched from street corners to
social feeds. The mystery held attention until the reveal tied the visual clue directly to its message.
About Philips India
Philips India is a leading provider of health technology and personal care solutions. For more information on Philips OneBlade Intimate, visit www.philips.co.in.
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