Execution

'The Everyday Soldier Movement' was born to recognize and honour the Gillette Man values in every Indian. To honour the everyday soldier in every Indian. On the 26/11 anniversary (India's equivalent of 9/11), Gillette petitioned the Government to rededicate the Gateway of India, which is our biggest historical landmark. The monument till now stood for Kings and Queens of the past century. 1.2 million Indians physically participated in the petition to rededicate the monument to the Everyday heroes of India. 50 television channels and 100 publications covered the action. Leading dailies ran our appeal ads with the front page changed to camouflage print . 10,000 men shaved in public in a Gillette Mall Activation to support the soldier values. The campaign got over $4.3 million worth of free editorial coverage. 50 television channels and 100 publications covered the action. More than 6 million new consumers joined the Gillette franchise. Over 731 million digital impressions. 1.2 million Indians physically participated in the petition. Razor sales grew by 220% to 12.4 million razors in less than 3 months.