Results and Effectiveness

News-anchors became brand spokespersons. The idea acquired a life of its own. While 1500 tickers, 300 promos, 750 vignettes, 800 hot-boards and celebrity interviews were the original instruments, the debate was picked up across a total of 22+ news and GEC channels. The results:  Sales grew by 400%.  $3.4 Million worth of free media achieved  Gillette India reaches a record share of 48.6 %  During the first 2 months of the campaign, 4 Million consumers joined the Gillette franchise  The mass shaving event entered the Guinness and Limca Book of World Records.  The costliest razor in India became the highest selling razor during the campaign

Creative Execution

Creative Execution Celebrities pitched in and said that men need to get rid of their prickly stubble if they want to be cared, kissed or loved. Gillette supported these women in their campaign to get rid of prickly men’s stubble with the launch of its new razor. The event was amplified through News channels, contextual channels, daily polls and advertisements in leading dailies. Engrossing spots were used on Radio to encourage people to shave on weekends and also to drive them to CCDs and Malls. Men were also given a chance to experience the comfort of Gillette Mach3 at shaving kiosks/booths set up in shopping malls. I-media, regular Facebook updates and the Shave-sutra video ensured that the campaign was kept alive on the digital space reaching out to 6.6 Mn users While the above 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

Insight , Strategy and Idea Men in India view shaving as a chore, needed to be done only for special occasions. But women wanted their men clean-shaven- even on weekends. This is the essential conflict that we explored. The problem was not just an appearance issue but an issue of comfort. Women found men’s stubble prickly and painful! The trick lay in how we could capitalize on this insight to create a movement that would voice women’s concerns, and thereby trigger a shift towards Gillette. A nation-wide survey showed that most women found stubble rashes embarrassing and painful. With this as the key finding, we launched ‘Shave India Movement 3- Stop PMS’, wherein a group of like-minded women got together and claimed that their men would be so much better if they didn’t have Prickly Men’s Stubble. The movement immediately generated huge buzz due to the catchy title which resonated with women and intrigued men to no end!