|Advertiser||Procter & Gamble|
|Business Sector||Razors, Blades|
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|
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