| Title | THE GRAZIA EXPERIMENT |
| Brand | P&G INDIA |
| Product / Service | GILLETTE |
| Category | A04. Publications |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Entrant Company | BBDO INDIA Mumbai, INDIA |
| Advertising Agency | BBDO INDIA Mumbai, INDIA |
| Media Agency | MEDIACOM Mumbai, INDIA |
| Production Company | RED ICE FILMS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | BBDO INDIA | Chief Creative Officer |
| Rajdeepak Das | BBDO INDIA | Executive Creative Director |
| Sandeep Sawant/Hemant Shringy | BBDO INDIA | Creative Director |
| Josy Paul/Rajdeepak Das/Sandeep Sawant/Hemant Shringy/Arzan Antia/Gunjan Poddar/ | BBDO INDIA | Copywriter |
| Josy Paul/Rajdeepak Das/Sandeep Sawant/Hemant Shringy/Gunjan Poddar/Malvika Sriv | BBDO INDIA | Art Director |
| Keegan D'mello | BBDO INDIA | Account Director |
| Phiroze Marolia | BBDO INDIA | Senior Account Executive |
| Hitesh Shah/Shankar Yelegu/Sameet Koyande/Venkatesh Pagidimarry/Vinay Korade | BBDO INDIA | Retouch Artist |
| Rajeev Mohite | BBDO INDIA | Editor |
| Siva Romero Iyer | RED ICE FILMS | Director |
| Gary Grewal/Varun Masharamani | RED ICE FILMS | Producer |
| Harshvir Oberai/Premal Raval | RED ICE FILMS | Director Of Photography |
| Hanif Shaikh | RED ICE FILMS | Music |
| Jayant Tiwari | RED ICE FILMS | Editor |
| Prashant Desai/Preeti Jadhav/Kalpesh Chavan | MEDIACOM | |
| Amanda Maryann Colaco | DEVRIES GLOBAL |
Gillette partnered with Grazia, and released the same edition of the magazine with two different covers. One cover had the model clean-shaven with no body hair at all. The other cover had the same model sporting a stubble and body hair. These magazines were placed in ladies salons and news stands in select cities of India. Hidden cameras revealed which of these two magazines was being picked up most by women. It helped start a debate on what women think about stubble and body hair.
To change the perception of Indian men towards shaving their body hair
The Problem - Indian men think that body hair is macho. The Objective - Over the last 4 years, Gillette had nearly doubled its market share on the back of successful campaigns. However, for the brand to grow further we needed to give the Indian men one more reason to be clean-shaven every day.
Results Highest ever earned media coverage $9.4 million worth of free media 1.78 billion impressions Record back to back, 4 months of share growth Crossed 2.7 million fans on Facebook Reach of over 10 million people on Facebook Over a million views on YouTube for the survey video