The Brief

The Brief To change the perception of Indian men towards shaving their body hair. The Objective Over the last 4 years, Gillette had nearly doubled its market share on the back of successful campaigns. However, for the brand to grow further we needed to give the Indian men one more reason to be clean-shaven every day.

Describe how the promotion developed from concept to implementation

Creative Response 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.