THE EVERYDAY SOLDIER MOVEMENT

TitleTHE EVERYDAY SOLDIER MOVEMENT
BrandP&G
Product / ServiceGILLETTE FUSION
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company:BBDO INDIA Mumbai, INDIA
Sales Promotion/Advertising Agency:BBDO INDIA Mumbai, INDIA

Credits

Name Company Position
Josy Paul Bbdo India Chairman/Chief Creative Officer
Rajdeepak Das Bbdo India Executive Creative Director
Sandeep Sawant/Josy Paul/Rajdeepak Das Bbdo India Creative Director
Josy Paul/Vikrant Yadav/Yohan Daver/Pashyn Sethna/Arzan Antia/Rajdeepak Das/Sand Bbdo India Copywriter
Sandeep Sawant/Ravi Shanker/Rajdeepak Das/Manasi Sankhe/Josy Paul/Vikrant Yadav/ Bbdo India Art Director
Keegan D'mello/Akanksha Saxena Bbdo India Account Management
Nick Taylor Luscious Films Director
Andrew Morris/Warren Keuning/Kirk Jacob Producer
Rajeev Mohite Bbdo India Editor
Mahesh Khatate/Yogesh Wadkar Photographer
Rhea D’souza/Amanda Mendonza/Arathi Menon Weber Shandwick
Sharmistha Gupta/Prashant Desai/Jake Joss/Natasha Kapoor/Preeti Yadav Mediacom
Kiran Dodiya/Shyam Gursahani Encompass
Dominic Fernandes/Clifford Jairaj/Kamal Dodhia Grips Proevents
Clinton Cerejo/Keegan D’mello Music
Hitesh Shah/Shankar Yelugu/Sameet Koyande Bbdo India Retouch Artist
Vinay Kurade/Bharat Lakhani Retouch Artist
Mitesh Kothari Watconsult
Manish Sinha Editor
Sharat Varma/Prateek Ranjan/Karthik Srivatsan Procter And Gamble

The Brief

Gillette realized that in spite of being the No. 1 shaving brand, it had a low emotional connect with most Indians. Our strategy was to inspire Indian men by bringing alive the spirit of the Everyday Soldier within each Indian. We identified 5 values-Courage, Camaraderie, Integrity, Discipline and Grooming as the values that personify an Everyday Soldier, this was amplified through debates on National TV and innovative media. As a tribute, Gillette launched the 'Soldier range of products', and felicitated everyday Soldiers by knighting them with a 'Blade of Honor.'

Describe how the promotion developed from concept to implementation

Our idea was to inspire Indian men by bringing alive the Gillette values (soldier values) within each Indian. Gillette changed all its packaging to camouflage for the first time in 115 years. In India, the camouflage is seen as the soldier for good. Leading newspapers were printed in camouflage. We bathed the Gateway of India in Camouflage colors and held a week long activity in honor of the Everyday Soldier which was amplified across media with celebrities. We also launched 'The People's Movement', which petitioned the President of India to re-dedicate 'The Gateway of India' to the everyday soldiers.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. All key equities grew by +14 points. The Gateway Of India became the medium for the movement.

Explain why the method of promotion was most relevant to the product or service

Gillette had always been communicating functional benefits around technological superiority of their 3 blades/ 5 blades. People believed it was a good product, however emotional connect with the brand was low. It was not seen as a 'brand for me'. We wanted to create an emotional bond with the Gillette brand. Our idea was to inspire Indian men by bringing alive the Gillette values (soldier values) within each Indian. We launched 'The Everyday Soldier Movement', which petitioned the President of India to re-dedicate 'The Gateway of India' to the everyday soldiers of the nation.