Product / ServiceGILLETTE
CategoryA02. Use of Magazines/Newspapers
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

Results and Effectiveness

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

Creative Execution

Execution 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.

Insights, Strategy and the Idea

Insight Men want to know what women feel. But they want visible proof. The Strategy Our insight was that bathing is a part of every man's ritual. But research revealed that 83% of women think that if a man is not shaved, it looks like he has not had a bath. Our idea was to create a nationwide uproar that 'Unshaved is Unbathed'. Idea Introduce a women's magazine with two different covers And see which one women pick, and why. Relevance of the creative execution to the brand Women openly embraced 'Unshaved is Unbathed' and used it as a weapon in order to express their feelings. This proves that the idea was fresh and deeply rooted to a strong insight. Gillette's brand purpose is about helping men make a difference in their world. Our campaign clearly demonstrates how shaving can create an everlasting impression on women and make a difference in the world of our men.