SOLDIER FOR WOMEN

TitleSOLDIER FOR WOMEN
ClientP&G INDIA
Product / ServiceGILLETTE
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA

The Campaign

The country is in a fiery mood as women issues take top of mind. Male bashing was on the rise. As India's leading male brand, Gillette felt the need to step in and rise to the challenge. The objective of the campaign was to win back the respect for men. The target audience was men and women age 20 to 45 across SEC A and B The strategy was for India's leading male brand to respond responsibly by standing up for women at a sensitive time like this Because only when you give respect can you get respect.

Success of the Campaign

- #SoldierforWomen trended in every city. - Over 12 million pledges across touch points. - Over 3 million stories of men's courage and respect for women. - Over 600,000 fans added on Facebook. - 1.6 million consumers joined the Soldier Parade application in just 1 month. - With over 2.3 million views of the film, Gillette became the fastest growing FMCG brand YouTube channel and overall 5th fastest growing YouTube channel in India. - The campaign received $5 million worth of free media within 60 days. - The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers supported the movement.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

As a leading male brand we decided to stand up for women. We created a platform where men could come forward to show solidarity with women. We kick-started the movement by seeding a thought provoking film on YouTube. Within a month, it received over 2million hits. We offered various touch points for men to pledge support and join the movement. #soldierforwoman, a missed-call number, a Facebook page and app, on-ground forums were some of them. In response; publications, radio and TV channels came forward to create branded content - for women to share stories about men who stood up for them. Gillette is a male brand that stands for 'the best a man get' and for man values like courage and respect for women. So, standing up for women was part of the brand's DNA. Millions of Indians came forward to participate and support the movement. Such a high level of consumer participation clearly demonstrates that the idea was undeniably strong and impactful.

Credits

Name Company Position
Piyush Raghani/Surashmi Basu Old School Film
Nishant Singh/Achint Interface
Prashant Desai/Preeti Jadhav Mediacom
Rekha Rao/Amanda Mendonza/Shreysi Chandra Weber Shandwick
Kiran Dodiya/Shyam Gursahani/Madonna Dsouza Encompass
Sherwan Ahsan/Mehak Batra Bbdo Proximity
Hitesh Shah/Shankar Yelugu/Sameet Koyande/Venkatesh Pagidimarry/Rajeev Mohite Bbdo India Retouch Artist
Keegan D'mello/Rima Wadhwa Bbdo India Account Supervisor
Josy Paul/Rajdeepak Das/Sandeep Sawant/Hemant Shringy/Arzan Antia/Gunjan Poddar/ Bbdo India Art Director
Josy Paul/Rajdeepak Das/Sandeep Sawant/Hemant Shringy/Arzan Antia/Gunjan Poddar/ Bbdo India Copywriter
Josy Paul/Rajdeepak Das/Sandeep Sawant/Dinesh Swamy Bbdo India Creative Director
Rajdeepak Das Bbdo India Executive Creative Director
Josy Paul Bbdo India Chief Creative Officer