The Campaign

THE CHALLENGE Get Indian men to shave more often and increase trials of Gillette Mach3 razors (and also announce price drops). INSIGHT Most men think stubble looks cool and desirable to women! But research showed that 77% of Indian women preferred clean shaven men! OUR SOLUTION Involve the one audience our target will listen to: WOMEN So we created W.A.L.S. – Women Against Lazy Stubble – a women’s movement to get men to shave WHY Being a low involvement category, Gillette Mach3 had to connect with the target by creating excitement about the category and product. THE CREATIVE SOLUTION To create nationwide buzz so shaving becomes top of mind! The introduction of a women's group to get men to shave and a mass shaving event – where 2000 men shaved at one go - got the brand the desired public engagement! It fired the imagination of an unsuspecting India.

Success of the Campaign

Sales grew by 500% and market share went up by 400% - Source: Nielsen Track 763,000 hits on Google. Women shaved over 10,000 men in public across malls in India. Mass shaving event got 1868 men to shave at one go! Creating a new Guinness Book Of Records and featuring in Ripley's Believe it or Not. The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories. It also won a Silver Lion at the Cannes Advertising Festival.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The movement starts on facebook Bollywood actresses join the group This results in a national debate – which creates news and content on India’s leading TV channels and newspapers Gillette supports the movement by dropping the price of the Mach3 (promo offer!) Women shave men in city malls Mass shaving event and public stunt (Breaks Guinness Book of Records and enters Ripley’s Believe it or Not)