|Advertiser||Procter & Gamble|
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||<p>Men find shaving a boring chore.</p>|
|Result||<p>In 60 days...more than 4 million new consumers joined the Gillette franchise.</p> <div>The campaign got over $3.4 million worth of free media coverage.</div> <div>We got 19.5 million digital interactions.</div> <div>The mass shaving event broke the Guiness Book of Records.</div> <div>Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay.</div> <div>Mach3 Turbo Sensitive, the most expensive razor in India, became the highest selling razor in India.</div>|
|Media Type||Case Study|
|Executive Creative Director||Rajdeepak Das|
|Creative Director||Josy Paul|
|Creative Director||Rajesh Saathi|