Brief Explanation

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 grew Gillette’s revenues in a declining category.