The Campaign

PROBLEM 400 million Indian men shave with the double edge razor and are immune to their nicks and cuts. CHALLENGE How to convince these men to change their shaving tradition and switch to the modern day Gillette Guard - the razor that promises the safest shaves. INSIGHT Over time you lose a lot of blood by shaving with double edge razor. IDEA: You don't get nicks and cuts when you shave with Gillette Guard. Please donate the blood you save. Thus was born the 'Shave to Save' program. In association with the Indian Red Cross, Gillette set up blood donation camps. Here, donors were introduced to Gillette Guard – the new way of saving blood. They experienced the Gillette Guard razor first-hand. The message spread through word of mouth. Social media does not reach the tier 3 and 4 Indian towns where Gillette operates. Soon blood wasters became blood donors.

Success of the Campaign

The program is travelling and is now being carried out in over 45 small towns of India. Blood wasters are now becoming blood donors.

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

Social media does not reach the tier 3 and 4 Indian towns where Gillette operates. We used non-traditional outdoor to announce the program. On ground promoters, town criers with megaphones and sandwich boards, auto rickshaws drivers. At the camps, consumers got to experience the razor first-hand. The message also spread through simple word of mouth.