Title | SOLDIER FOR WOMEN |
Brand | P&G INDIA |
Product / Service | GILLETTE |
Category | A01. Creative Effectiveness |
Entrant | BBDO INDIA Mumbai, INDIA |
Entrant Company | BBDO INDIA Mumbai, INDIA |
Advertising Agency | BBDO INDIA Mumbai, INDIA |
Media Agency | MEDIACOM Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO INDIA | Chief Creative Officer |
Rajdeepak Das | BBDO INDIA | Executive Creative Director |
Josy Paul/Rajdeepak Das/Sandeep Sawant/Dinesh Swamy | BBDO INDIA | Creative Director |
Josy Paul/Rajdeepak Das/Sandeep Sawant/Hemant Shringy/Arzan Antia/Gunjan Poddar/ | BBDO INDIA | Copywriter |
Josy Paul/Radeepak Das/Sandeep Sawant/Gunjan Poddar/Indrajeet Kadam/Chinmay Raut | BBDO INDIA | Art Director |
Keegan D'mello | BBDO INDIA | Account Director |
Rima Wadhwa | BBDO INDIA | Account Executive |
Hitesh Shah/Shankar Yelegu/Sameet Koyande/Venkatesh Pagidimarry | BBDO INDIA | Retouch Artist |
Rajeev Mohite | BBDO INDIA | Editor |
Sherwan Ahsan/Mehak Batra | PROXIMITY INDIA | |
Kiran Dodiya/Shyam Gursahani/Madonna Dsouza | ENCOMPASS | |
Rekha Rao/Amanda Mendonza | WEBER SHANDWICK | |
Prashant Desai/Preeti Jadhav | MEDIACOM | |
Nishant Singh/Achint | INTERFACE | |
Piyush Raghani/Surashmi Basu | OLD SCHOOL FILMS |
Watch last year's PR winners case film here: http://www.spikes.asia/winners/2013/pr/entry.cfm?entryid=2933 Gillette had doubled its market share with successful campaigns in the last 3 years. But it had failed to appeal to a large section of Indian men for whom the stubble & facial hair represents their masculine character. As a result the “real-man” saw Gillette as shallow & lacking authenticity. Thereby, Gillette’s brand rating on its core values & emotional equities had begun to stagnate. To add to its woes, in 2013, as consumer sentiment changed due to economic uncertainty, Gillette found itself in a category that was shrinking. As we set out to connect with the “real-man” and drive brand sales in a shrinking category, we discovered men were taking a beating in the media after the ghastly rape of a young girl by 5men in Delhi was reported in December, 2012. With no leading male voice backing their character, the Indian man was declared the enemy. Gillette as a leading male brand that stands for courage, integrity and righteousness, the very same values our audience holds dear, decided to do something about it. Thus was born, ‘Gillette, Soldier for Women’ – a social movement that used the power of branded content, TV, PR, events and social-media to win back the respect for the men of India. The campaign surpassed all our set objectives. · We generated record breaking free-media worth USD5million. · 12million men pledged themselves as Solders for Women including our Ex-President. · We grew Gillette’s core-bonding parameter by over 6%. We also grew Gillette’s revenues in a declining category.