Results and Effectiveness

Sales grew by 500% - Source: Nielsen Track Market share went up by 400% - Source: Nielsen Track The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories. 763,000 hits on Google. 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. Campaign wins India’s first PR Lion at the Cannes Advertising Festival.

Creative Execution

OUR SOLUTION Being a low involvement category, Gillette Mach3 had to connect with the target by creating excitement about the category and product. So we created a platform for debate. The introduction of a women's group against lazy stubble and getting women to shave men in public along with a mass shaving event got the brand the desired public involvement and engagement! It fired the imagination of an unsuspecting India. THE DIFFERENT CHANNELS AND THEIR INTEGRATION Movement starts on facebook This results in a national debate – which creates news and content on India’s leading TV channels and newspapers (CNN IBN, MTV, Zee, Bloomberg UTV, CNBC Awaaz and The Times of India) Women shave men in city malls (ACTIVATION) Mass shaving event and public stunt (Breaks Guinness Book of Records and enters Ripley’s Believe it or Not)

Insights, Strategy and the Idea

THE BUSINESS, MARKETING AND COMMUNICATION OBJECTIVES To encourage Indian men to sport the clean shaven look by shaving more often. To increase trials of Gillette Mach3 razors (and also announce the price drop). THE TARGET AUDIENCE SEC A,B,C Age: 18 to 45 years, MALE INSIGHT Most men think stubble looks cool and desirable to women! But research showed that 77% of Indian women preferred clean shaven men! RELEVANCE We involved the one audience our target will listen to: WOMEN! In India, women power is coming into its own. The engagement idea 'Women Against Lazy Stubble' struck a chord with women who were keen to get their men to shave more often - 77% of women!