SHAVE TO SAVE

TitleSHAVE TO SAVE
ClientP&G INDIA
Product / ServiceGILLETTE GUARD
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA

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.

Credits

Name Company Position
Sumit Sawardekar Editor
Raghav Subbu/Sunil Garud/Kiran Patankar Photographer
Shouvik Basu 10 Films Producer
Kiran Dodiya/Shyam Gursahani/Madonna Dsouza Encompass
Hitesh Shah/Shankar Yelugu/Sameet Koyande/Venkatesh Pagidimarry/Rajeev Mohite Bbdo India Retouch Artist
Keegan D'mello Bbdo India Account Supervisor
Josy Paul/Rajdeepak Das/Sandeep Sawant/Arzan Antia/Indrajeet Kadam/Sagar Jadhav/ Bbdo India Art Director
Josy Paul/Rajdeepak Das/Sandeep Sawant/Arzan Antia/Indrajeet Kadam/Sagar Jadhav/ Bbdo India Copywriter
Josy Paul/Rajdeepak Das/Sandeep Sawant Bbdo India Creative Director
Rajdeepak Das Bbdo India Executive Creative Director
Josy Paul Bbdo India Chief Creative Officer