Brief Explanation

Gillette’s long-term strategy in India is to get Indian men to shave more often: the more men shave, the more they will use Gillette shaving products. But, though Indian men are extremely hirsute, they don’t shave very often because they see the stubble as “cool”. So, we leveraged the influencing power (charm) of women as a counter-force to offset the “cool factor” represented by MS Dhoni, Saif Ali Khan and their fellow-stubbled celebrities, and created The Shave India Movement. It is a platform that gives newer reasons for men to shave often, using women as the catalyst to influence their men in the way they would like them clean-shaven. In Year 1, women protested against men – with WALS. In Year 2, women seduced men – with Shave Sutra. Now, in Year 3, women incentivized men – with You Shave, I Shave. The idea was executed holistically, utilizing every relevant brand contact point to bring it to life: from packaging (a specially created ‘You Shave, I Shave’ male & female razor pack) all the way to branded content on television (MTV as well as daily soap operas) and everything in between (digital, PR, in-store, events). ‘You Shave, I Shave’ surpassed all our set objectives and expectations. · Gillette reached its highest value share of 84.7% among Systems · It generated free media coverage worth USD$3.63million · It had record-breaking online presence, with over 741million digital impressions; 200million of these were on Facebook · Over 670,000 men/women supported the Movement; and over 330 men/women shaved together in public, creating a new Guinness World Record for the largest shaving lesson · This campaign also received recognition from the advertising fraternity for its creativity, winning: 1 Bronze Lion at Cannes 2012 and 1 Silver & 1 Bronze at Spikes Asia 2012