WOMEN AGAINST LAZY STUBBLE

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TitleWOMEN AGAINST LAZY STUBBLE
BrandPROCTER & GAMBLE
Product / ServiceGILLETTE MACH 3
CategoryA01. Best Use of Television/Cinema
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Entrant Company:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
Anupama Biswas Mediacom India Planning Head
Jake Joss Mediacom India Business Executive
Khushbu Shah Mediacom India Senior Business Manager
Shamit Ail Mediacom India Implementation Manager
Prasanna Kumar Mediacom India Business Group Head
Shruti Singh Mediacom India Investment Executive
Alka Pillai Mediacom India Implementation Head

Results and Effectiveness

The campaign set new records (not only for Mach 3, but for the entire Gillette franchise): Mach 3 sales went up 5 times during the activity period while Mach 3 market share increased 4 times!

Creative Execution

News-anchors became brand spokespersons via hosting debates, opinion polls, vox pop. The biggest mass shaving event in human history entered the Guinness Book of World Records and got covered on news channels. We launched a region-wise competition for the Shave India movement with leading Bollywood actresses supporting North, South and West. This generated compelling content for news channels, with more women being urged to join WALS by popular Bollywood icons. Life-style channels picked up this growing buzz by capturing celebrity sound-bytes. The idea once it scaled into a full-blown movement acquired a life of its own. While we partnered with a news group and a lifestyle channel, this debate was picked up across a total of 22+ news and GEC channels. While 1500 tickers, 300 promos, 750 vignettes, 800 hotboards and celebrity interviews were the original instruments for buzz, the power of word-of-mouth in achieving the delivered results is un-quantifiable.

Insights, Strategy and the Idea

Indian men thought stubble was cool and desirable to women but Nielsen research showed that 90% of women preferred clean shaven men! We had to get men to realize this and opt for Mach 3, a razor 10 times more expensive than the traditional alternative, to get the desired look. Our idea was to have women drive men to the razor. We sparked off the Gillette Shave India Movement –WALS (Women Against Lazy Stubble)- a platform for women to voice their opinion on the look they preferred on their men. The content was compelling enough for the idea to become a movement of societal change. It was brought to life on television, not with vanilla advertising GRPs. Instead we used the power of news & lifestyle channels to create debates, talk shows, vox pop, celebrity opinion polls to bring the topic alive for discussion.