Execution

The brief was to get more men to shave every day, even on weekends. But men found shaving to be a boring chore. According to a Nielsen study, 72% of women find the act of shaving their man sexy. The creative solution was to get women to shave men in fun and exotic positions. We called it ShaveSutra - pleasurable shaving positions inspired by the ancient texts of the Kamasutra. After the virals were released online, we ran mall activities across 25 cities where thousands of couples showed off new positions. A mass ShaveSutra event created the largest group of couples shaving together. 150 women shaved their men in public to create human history! They were cheered by a leading Bollywood actor, who got a shave too. All this resulted in news and record breaking sales, and got the brand the desired public involvement and engagement! The campaign got over $3.4 MILLION worth of free media coverage and the mass shaving event broke the Guinness Book of Records.