Creative Execution

On Facebook: · Total Reach: Over 20 MM · Total interactions: 432,014 including 167696 likes, 2741 comments and 2620 shares On Twitter: · #FomieWithDad trended in India On Instagram: · Growth in followers: 300% since inception The activity got sons closer to dads and the brand closer to consumers

The campaign was launched on father’s day through print and various social media platforms like Facebook, Twitter and Instagram. Here Gillette asked sons click and share a ‘foamie with Dad’ to celebrate their fathers. There was also a unique gratification up for grabs – a chance to meet legendary cricketing icon and hero – Rahul Dravid. The activity received mass participation with fathers and sons across India sending in their foamies.

The Insight: Fathers are their son’s first role model. But unlike the west, in India, the father son relationship is more formal and restrained – they share very few moments of emotional bonding, unlike mothers and sons. But the one father-son moment that is timeless and can’t be taken away from their relationship even when sons grow up is the time when a father teaches his son how to shave for the first time. The Strategy: Gillette, as a brand that inspires men to be the best that they be, decided to help bring fathers and sons closer using this unique insight. The Idea: On father’s day, through social media, Gillette inspired sons to celebrate their first role model, their fathers, with the timeless father-son ritual of the first shave with ‘Foamie with Dad’ (a selfie of a father and son harking back to the day that a father thought his son to shave)