Execution

The objective of the campaign was to grow the category. Most Indian men think stubble is cool and desirable to women. But research shows that 77% women prefer clean-shaven men. The idea: involve the one audience that our target admire and look up to - The Women of Bollywood. These leading ladies turned from actors to activists. And launched a movement called 'No Lipstick, No Shave' The Women of Bollywood launched a movement called 'No Lipstick, No Shave'. Using social media and press conferences, they urged all Indian women to refuse to wear lipstick till their men shaved. This created buzz in newspapers,television and on social media. The controversy peaked when at a massshaving event 150 women shaved their legs simultaneously as men shaved off their stubble. Picking on this Gillette decided to create a win-win situation. Gillette launched its special 'You Shave I Shave' packs, through which they also promoted their women's razor Satin Care along with the Men's range.