The Brief

The Brief: Drive equity by glorifying the Gillette values of inner steel through Role Models and the father-son relationship. The Target Audience: The TA was drawn from existing consumers The Strategy: Gillette, as a brand that inspires men to be the best that they be, decided to help bring Indian fathers and sons closer.

Creative Execution

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. Gillette, as a brand, inspires men to be the best that they can be, decided to bring Indian fathers and sons closer. The campaign lived on Social Media, namely Facebook, Twitter and Instagram. As the main chunk of the target audience

Describe the creative solution to the brief/objective.

On Father’s Day, 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). The campaign was launched on father’s day through print and social media. Here Gillette asked sons to click and share a ‘foamie with Dad’ to celebrate their fathers.

Results

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