| Title | UNSHAVEN IS UNBATHED |
| Brand | P&G INDIA |
| Product / Service | GILLETTE |
| Category | D01. Integrated Campaign led by PR |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Entrant Company | BBDO INDIA Mumbai, INDIA |
| Advertising Agency | BBDO INDIA Mumbai, INDIA |
| Media Agency | MEDIACOM Mumbai, INDIA |
| PR Agency | DEVRIES GLOBAL 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 |
| Gary Grewal/Varun Masharamani | RED ICE FILMS | Producer |
| Siva Romero Iyer | RED ICE FILMS | Director |
| 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 |
Brief: Give Indian men one more reason to be clean shaven -everyday. Challenge: Indian men are shaving more often than before. But they still haven't made shaving a part of their daily morning regimen. Insight: Bathing is a part of every man's ritual. But research revealed that 83% women think that if a man has not shaved it looks like he has not had a bath Idea: Create a nationwide uproar that 'Unshaved is Unbathed!' Execution: The campaign kicked off with poll ads and on ground discussion and debate led by Bollywood's leading women We partnered with Grazia in A UNIQUE SURVEY to give men visible proof of what women think This video survey was put on TV and YouTube for all men to see This created nationwide conversation. Women began a Protest Against Smelly Stubble Claim: 86% women think clean shaven men smell good. Twitter Trend: #SmellyStubbleSays Press events with women wearing masks Soon Celebs joined in each agreeing that Unshaved is Unbathed! Press Events in bathroom set-up We took over all washrooms reminding men that unshaven is unbathed
The Goal We needed a communication solution that would get men to shave more often!
THE RESULT:- $9.4 MM worth of free media Highest-ever Earned Media Coverage for any P&G India Movement Over 1.7 Bn Impressions Record back to back 4 months of share growth Crossed 2.7Million fans (+400 Thousand) and reach of over 100 Million on Facebook @GilletteIndia became India's Top Beauty and Grooming handle delivering a reach of over 2.5MM and counting. Biggest-ever blogger outreach movement in India with over 500 blogs and close to 51MM reach. Over 3MM views on Unshaved is Unbathed Movement Videos. Over 4 million active consumer pledges support the movement and engaged with the brand through Mobile and Digital Platforms
The campaign kicked off with poll ads and on ground discussion and debate led by Bollywood's leading women We partnered with Grazia in A UNIQUE SURVEY to give men visible proof of what women think This video survey was put on TV and youtube for all men to see This created nationwide conversation. Women began a Protest Against Smelly Stubble Press events with women wearing masks Soon Celebs joined in each agreeing that Unshaved is Unbathed! Press Events in bathroom set-up We took over all washrooms reminding men that unshaven is unbathed Advertorials/testimonials in Leading National Dailies Alongside celebs, Radio Jockeys from India's leading Radio stations joined the conversation And as a grand culmination, Gillette launched the Gillette Fusion Power at a event.
The Situation Over the past four years, Gillette had worked its way through to achieve market leadership in India. So, our challenge was to further accelerate growth on an existing high base.
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'.