Results and Effectiveness

Shave or Crave has been a massive success: • We added more than 400,000 fans on Facebook • #ShaveorCrave became India’s No.1 hashtag beating the India vs. England test match • India’s biggest-ever Blogger outreach hitting more than 34 million people • More than 600,000 consumers engaged with the brand via mobile and digital platforms • We earned more than $4.1m worth of free media and counting, with more than 1,000 articles to date • A record 3.5Bn free Media Impressions, including more than 300 million on social media • Sales are up 16% overall and market share is up 1.2pts

Creative Execution

HOW ABOUT IF INDIAN WOMEN REFUSED TO SLEEP WITH THEIR MEN UNTIL THEY SHAVED? Three blades in every Mach3, three phases to the conversation… Close cut one: we started a national debate. Surveys supporting a women’s movement against evening stubble, press conferences, viral buzz and paid media kicked off the conversation. Closer cut two: we got India steamed up. An army of female stars – provocatively clad in pyjamas – publicly refused to share their bed with unshaven men. Gillette ambassador Neha Dhupia touried the country encouraging local male celebs to shave. We took the message to malls, using blogger outreach to promote the chance to try Mach3. Closest cut three: We climaxed with a mass shave on the busy Delhi Metro. Renamed the Gillette Evening Express, hit director Arbaaz Khan and 100 others got their razors out to ensure they were clean-shaven when they arrived home. We got India’s men craving for an evening shave!

Insights, Strategy and the Idea

WHAT COULD MAKE EVEN THE LAZIEST MAN WANT TO SHAVE REALLY SMOOTH? Indian men find shaving a chore. Most only shave twice a week and even the smoothest Bollywood superstars are regularly unshaven. This was restricting Gillette sales, especially as its key product, the Mach 3, was 10 times more expensive than traditional razors. Our research told us that 90% of women preferred a clean-shaven man. So, to reach 50% of the population, we would enlist the other 50%! We needed to explain to men that by not shaving, they were missing out… with the ladies! It was time for women across India to take a stand – by refusing to sleep with their man until he shaved for them – every night. With Shave or Crave, we would trigger a national debate about evening shaving and send out a simple message from women: the pyjamas aren’t coming off until the stubble does!