Creative Effectiveness Spike
CategoryA01. Creative Effectiveness
Entrant Company:BBDO INDIA Mumbai, INDIA
Advertising Agency:BBDO INDIA Mumbai, INDIA


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
Shahvez Afridi BBDO India Strategic Planner
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/Jiten/Anil/Manish Sinha/Anil K. Yadav/Sadiq Shaikh/S 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

Brief Explanation

Gillette’s long-term strategy & goal is about getting Indian men to shave more often: the more men shave, the more they will use Gillette shaving products. And, reaching this goal requires Gillette to overcome 2 fundamental barriers that men have towards shaving: 1. Social barriers: Firstly, social pressures and the influencing power of role models made stubble “cool”. So, men were ok sporting the unshaven look. 2. Experiential barriers: And secondly, guys don’t find the shaving experience pleasurable. Our most recent – and much lauded – Mach3 campaign – “Women Against Lazy Stubble” (WALS) focused on the first barrier. By leveraging the influential power of women to get their men to shave, we offset the cool-factor represented by the various stubbled celebrities & role models. But, despite the campaign’s huge success in re-setting the “clean shaven Vs stubble” debate in favour of shaving, the campaign had not addressed the second barrier. Our task, with this campaign, was to reframe the Gillette shaving experience from a boring, mundane chore to a pleasure-able delight – thereby addressing the second barrier. Our strategy was to continue leveraging the influence of women. Nielsen research revealed that 72% of women find the act of shaving their men sexy. The campaign idea was to involve women in the act of shaving their men. Thus was born Shave Sutra, the sensual pleasure of shaving together. Shave Sutra is about making shaving enjoyable & pleasurable by getting women to shave men in fun & exotic positions, inspired by the ancient Indian texts & techniques of love-making, the Kama Sutra. Shave Sutra surpassed all our set objectives and expectations.  It was 40% more effective in generating attention  It generated 9 times more publicity & buzz than previous Gillette campaigns  It made Mach3 – the most expensive razor in India – the #1 razor in India We won numurous accolades from the advertising and marketing fraternity:  1 Gold, 1 Silver & 2 Bronzes at Spikes Asia  2 Silver Cannes Lions  1 Silver & 1 Bronze at GoaFest India  1 Gold, 1 Silver & 1 Bronze at the AMEs Asia  1 Gold and the coveted Brand Equity Bravery Award at the EFFIEs India  The campaign was recognized by P&G as their most effective in Asia