GILLETTE BARBERSHOP GIRLS: SHAVING STEREOTYPES

TitleGILLETTE BARBERSHOP GIRLS: SHAVING STEREOTYPES
BrandGILLETTE/P&G INDIA
Product / ServiceMEN'S GROOMING RANGE
CategoryA02. Creative Effectiveness for Good
EntrantGREY INDIA Mumbai, INDIA
Idea Creation GREY INDIA Mumbai, INDIA
Additional Company GILLETTE INDIA LIMITED Mumbai, INDIA

Credits

Name Company Position
Sandipan Bhattacharyya GREY India Managing Director & Chief Creative Officer
Juneston Mathana GREY India Group Creative Director
Bahvesh Kosambia GREY India Group Creative Director
Pooja Ambulkar GREY India Associate Creative Director
Virendra Saigaonkar GREY India Associate Creative Director
Armaan Sunny GREY India Creative Controller
Jeh Alexander GREY India Copywriter
Arun Raman GREY India Chief Intelligence Officer
Nishant Saurabh GREY India Sr. Vice President & Office Head
Nishant Venkatram GREY India Account Director
Samir Chadha GREY India Agency Film Producer
Jignya Shedge GREY India Agency Film Producer
Karthik Srivatsan Procter & Gamble Country Marketing Manager, Gillette
Omkar Bhat Procter & Gamble Brand Director
Sambit Dwivedi Procter & Gamble Senior Brand Manager
Anshika Maheshwari Procter & Gamble Assistant Brand Manager

Summary

YOU ARE NEVER BORN WITH BIASES, YOU INHERIT THEM. It’s odd that the world’s 6th largest economy ranks 108th in the World Economic Forum’s Gender Equality Index. At the core of this problem is a society that is deeply patriarchal where gender stereotypes abound. Nobody is born with an inherent understanding of gender roles, they’re usually acquired. To effect change at large, it therefore becomes crucial to change how children look at gender and the roles women play in society. Gillette wanted to lead this conversation with the true story of two girls from Banwari Tola, a backward village in India, who challenged deep-rooted stereotypes by taking over their father’s barbershop, a role solely reserved for men. Could their story inspire the next generation to rethink the gender biases they’re growing up with? This inspiring story was told through the eyes of an 8-year-old boy, who witnesses gender biases around him and is conditioned to think it’s normal. That’s until he meets these two girls running a barbershop, which compels him to question the notions he’s been growing up with. Gillette laid out the following objectives for the campaign: • To take an active part in breaking gender stereotypes and creating a positive influence on culture. • To inspire young boys in India to learn a new definition of masculinity: acceptance, acknowledgement and respect for women who have dared to break the shackles of gender stereotypes and inspire these boys to create an equal future. • To spark a national conversation around the inherent inequalities still prevailing in Indian society and back this up by launching a programme where positive role models will be supported and their stories, amplified. With these objectives in mind, Gillette built a sustainable platform – Shaving Stereotypes. This was the first time in India that a men’s brand featured women as protagonists of their campaign and demonstrated the importance of having positive role models for the next generation of men. The various elements of the campaign unfolded in a concerted manner with top influencers from musicians to actors and sportsmen who believed in a gender-equal India, creating an unprecedented national conversation in a matter of days. Even the background score of the film had a deep cultural message – a gender twist on a folk song sung only to celebrate the birth of a boy. On ground, there were events and PR opportunities created to amplify the message. Gillette even announced a scholarship to further the careers of the Barbershop girls. They underwent training under India’s top hairstylist and took centre stage at press events where they gave Bollywood celebrities a shave. Gillette launched the ‘Success in your hands’ programme in India to further empower positive role models who continue inspiring change. - The video had 53 million views - The campaign engaged over 47 million people - Positive engagement was 99% - Brand conversations went up by 700% - Total impressions reached 2,81,84,87,136 - PR value earned was worth $4997490 - Media Agency Data

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