Results and Effectiveness

The results for the overall campaign were phenomenal.  Equity scores increased by 120 Index  Awareness grew by 129 Index  Purchase Intent increased by 120 Index  Highest ever Gillette India share :- 50.6 %  Razor sales grew by 220%  12.3 Million razors sold in 3 months  Highest ever digital impressions- 731 Million Free Media coverage worth 4.33 MM – Highest ever

Creative Execution

Our 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’ where they refused to wear lipstick till their men shaved. Using social media and press conferences, they urged all Indian women to refuse to wear lipstick till their men shaved. This created a furore in newspapers, on television and on social media. We roped in a leading GEC channel and a leading comedian and MTV VJ to join the movement to help Indian men shed their stubble trouble. The controversy peaked when at a mass shaving event 150 Indian women shaved their legs simultaneously as men shaved off their stubble. This was a first in India when Indian women shaved their legs in public to show support for the movement.

Insights, Strategy and the Idea

Shaving is a low involvement category in India, not an often discussed topic between men & in the media. Most Indian find shaving a chore, with majority only shaving twice in a week only. Increasingly Indian men were starting to think stubble is cool and desirable to women, thanks to Bollywood celebrities sporting a stubbled look. Our attempt was to bring alive the category to put being clean shaven in the spotlight. The target was the 15yrs+stylish Indian male who is a big fan of Indian Bollywood cinema. These guys give a demi-god status to their favourite stars and are always quick to imitate any new styles adopted by the stars. Traditional advertising doesn’t cut ice with these men, as they disbelieve any claims made by advertisers. To break through to these men, we had to amplify our message through a role model they look upto- the Bollywood Stars.