Title | THE EVERYDAY SOLDIER MOVEMENT |
Brand | P&G INDIA |
Product / Service | GILLETTE |
Category | A01. Creative Effectiveness |
Entrant | BBDO INDIA Mumbai, INDIA |
Entrant Company | BBDO INDIA Mumbai, INDIA |
Advertising Agency | BBDO INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Mitesh Kothari | Watconsult | |
Vinay Kurade/Bharat Lakhani | Retouch Artist | |
Hitesh Shah/Shankar Yelugu/Sameet Koyande | Bbdo India | Retouch Artist |
Clinton Cerejo/Keegan D'mello | Music | |
Dominic Fernandes/Clifford Jairaj/Kamal Dodhia | Grips Proevents | |
Kiran Dodiya/Shyam Gursahani | Encompass | |
Sharmistha Gupta/Prashant Desai/Jake Joss/Natasha Kapoor/Preeti Yadav | Mediacom | |
Rhea D'souza/Amanda Mendonza/Arathi Menon | Weber Shandwick | |
Mahesh Khatate/Yogesh Wadkar | Photographer | |
Rajeev Mohite | Bbdo India | Editor |
Andrew Morris/Warren Keuning/Kirk Jacob | Producer | |
Nick Taylor | Luscious Films | Director |
Keegan D'mello/Akanksha Saxena | Bbdo India | Account Management |
Sandeep Sawant/Ravi Shanker/Rajdeepak Das/Manasi Sankhe/Josy Paul/Vikrant Yadav/ | Bbdo India | Art Director |
Josy Paul/Vikrant Yadav/Yohan Daver/Pashyn Sethna/Arzan Antia/Rajdeepak Das/Sand | Bbdo India | Copywriter |
Sandeep Sawant/Josy Paul/Rajdeepak Das | Bbdo India | Creative Director |
Rajdeepak Das | Bbdo India | Executive Creative Director |
Josy Paul | Bbdo India | Chairman/Chief Creative Officer |
Although Gillette had nearly doubled its market share over the past three years, the brand had mostly appealed to a younger, more urbane, image-driven male But, had failed to engage with a larger group of men, to whom stubble was an expression of their manliness. As a result, they were beginning to see Gillette as superficial & shallow. Thereby, Gillette’s brand ratings on its core values & emotional equities among this group started stagnating. So, we set out to develop a campaign that would address this barrier & help strengthen Gillette’s core “manliness” values of courage, camaraderie, integrity, discipline & grooming. We discovered that the person who embodies the Gillette brand values in its entirety is the Indian army jawan (soldier). Moreover, these values of the soldier exist in every Indian civilian. Thus, was born The Everyday Soldier: Gillette salutes the soldier within. The campaign surpassed all our set objectives and expectations. • We sold 12.3million razors in that quarter, more than the previous two extremely successful campaigns; reaching the highest-ever share for Gillette in India at 50.6% • We generated the highest-ever free media coverage worth USD$4.3million for any P&G campaign across Australasia, ASEAN & India – an ROI of 1: 11