Gillette - "Shave Sutra"

BBDO India

BBDO India Mumbai, India

14419

Title	Shave Sutra
Agency	BBDO India
Campaign	Shave Sutra
Advertiser	Procter & Gamble
Brand	Gillette
Posted	July 2011
Business Sector	Razors, Blades
Story	Indian men were finding shaving an increasingly boring chore. Men were reluctant to shave everyday, especially weekends. Just doing an ad was not the solution. We had to raise a nationwide public sentiment and response to change this situation. An insightful Nielsen finding - 72% of women find the act of shaving their man sexy - triggered the idea of involving women, and getting men excited to shave everyday.
Problem	Men find shaving a boring chore.
Result	In 60 days...more than 4 million new consumers joined the Gillette franchise. The campaign got over $3.4 million worth of free media coverage. We got 19.5 million digital interactions. The mass shaving event broke the Guiness Book of Records. Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay. Mach3 Turbo Sensitive, the most expensive razor in India, became the highest selling razor in India.
Media Type	Case Study
Executive Creative Director	Rajdeepak Das
Creative Director	Josy Paul
Creative Director	Rajesh Saathi
Copywriter	Pashyn Sethna
Director	Rajesh Saathi
Producer	Raj Hatte
Producer	Harish Nambiar
Copywriter	Rajdeepak Das
Copywriter	Rajesh Saathi
Copywriter	Josy Paul