Results and Effectiveness

The campaign gotover $2.5 million worth of free media Over 6 million new users were added to the Gillette franchise Category grew by 250 Index- the highest category growth ever A record 741 million impressions on digital media Women razor sales grew by over 150% in the months of the campaign Highest-ever share of Gillette Systems at 83.3%

Creative Execution

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.

Insights, Strategy and the Idea

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'