The Campaign

The Challenge: Get Indian men to shave everyday, including weekends. The Problem: Men find shaving a boring chore. The Insight: According to Nielsen research, 72% of women found the act of shaving their men sexy. The Solution: What if we got women to shave their men in fun and exotic positions! So we created ShaveSutra - shaving positions inspired by the ancient text of the Kamasutra.

The Brief

THE OBJECTIVE: Get Indian men to shave everyday, including weekends. THE TARGET AUDIENCE: SEC A,B,C Age: 18 to 45 years, MALE RESEARCH: The solution was based on an insightful research discovery. According to a Nielsen study, 72% of women find the act of shaving their man sexy.

Results

In 60 days... More than 4 Million consumers joined the Gillette franchise The campaign got over $3.4 MILLION worth of free media coverage We got 19.5 million digital interactions Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay The mass shaving event broke the Guinness Book of Records Gillette Mach3 Turbo Sensitive became the highest selling razor in India

Execution

ShaveSutra was released in the form of instructional videos and CDs and distributed in cafes and on the Net. To increase the pleasure, Gillette introduced the new Mach 3 Turbo Sensitive (launched on national TV) - a razor so safe and comfortable, it could even make a virgin shaver a guru. Special ShaveSutra guide books and virals on the net added to the conversation. ShaveSutra was also activated on-ground in over 25 cities - as part of the Shave India Movement. At a mass ShaveSutra event in Delhi, hundreds of women shaved their men in public. A popular Bollywood actor was shaved by two leading ladies which created explosive news!

The Situation

Indian men were finding shaving an increasingly boring chore. Men were reluctant to shave everyday, especially weekends. Just doing an ad was not the solution. We had to raise a nationwide public sentiment and response to change this situation. An insightful Nielsen finding - 72% of women find the act of shaving their man sexy - triggered the idea of involving women, and getting men excited to shave everyday.

The Strategy

Being a low involvement category, Gillette Mach3 Turbo Sensitive had to connect with the target audience by creating excitement about the category and product. The idea of creating ShaveSutra - the pleasure of shaving together - created media buzz, resulting in a national conversation about shaving! This was further fuelled by mass media engagement programs such as the mall activation (where thousands of couples showed off their very own positions), the live event (where 150 women shaved their men together, resulting in a Guinness Book Record) and celebrity involvement. New Gillette Mach3 Turbo Sensitive was a perfect connect as it was sensitive on man's skin, and was so safe and comfortable, it could even make a virgin shaver - including women - into a guru.