SHAVESUTRA

Gold Spike
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TitleSHAVESUTRA
ClientPROCTER & GAMBLE
Product / ServiceGILLETTE MACH3 TURBO SENSITIVE
CategoryC01. Integrated Media Campaign
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company:BBDO INDIA Mumbai, INDIA
Advertising Agency:BBDO INDIA Mumbai, INDIA
Media Agency:MEDIACOM Mumbai, INDIA

Results and Effectiveness

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

Creative Execution

The creative solution was to get women to shave men in fun and exotic positions. We called it ShaveSutra - shaving positions inspired by the ancient texts of the Kamasutra. 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!

Insights, Strategy and the Idea

The brief was to get more Indian men to shave every day, even on weekends. The target audience was drawn from new customers. Men found shaving to be a boring chore. According to a Nielsen study, 72% women find the act of shaving their men sexy. So we created ShaveSutra - the pleasure of shaving together. Being a low involvement category, we had to connect with the target audience by creating a buzz. ShaveSutra videos and CDs along with the mall activities across 25 cities (thousands of couples showed off new positions) and the mass ShaveSutra event (150 women shaved their men) generated conversations and news in prime time! The Gillette Mach3 Turbo Sensitive was a perfect connect. So safe and comfortable, it could even make a virgin shaver - including women - into a guru! This built the Gillette cause - to make men look and feel their best.

Credits

Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Rajdeepak Das BBDO India Executive Creative Director
Josy Paul/Rajesh Saathi/Rajdeepak Das BBDO India Creative Director
Josy Paul/Rajesh Saathi/Rajdeepak Das/Pashyn Sethna BBDO India Copywriter
Nawin Nandakumar/Manasi Sankhe/Rajdeepak Das/Sagar Jadhav/Sandeep Sawant BBDO India Art Director
Keegan D’Mello/Nagessh Pannaswami BBDO India Client Servicing
Sandeep Barge Photographer
Rhea D’Souza Weber Shandwick
Kiran Dodiya/ Shyam Gursahani Encompass
Pawan Shorie Grips ProEvents
Rajesh Saathi Director
Sanjeev Wadhwani Music
Simran Bedi/Harish Nambiar/Raj Hate Producer
Manoj Lobo Director of Photography
Rajeev Mohite/Pashyn Sethna BBDO India Editor
Jiten/ Anil/ Manish Sinha/ Anil K. Yadav/ Sadiq Shaikh/ Sachin Chendurkar Editor
Nawin Nandakumar BBDO India Illustrator
Sharat Varma P&G Brand Manager
Prateek Ranjan/Anjul Gupta P&G Assistant Brand Manager
Hitesh Shah BBDO India Retouch Artist