Gillette: Shave or Crave
Agency: BBDO MumbaiAdvertiser: Procter & Gamble IndiaBrand: GilletteCountry: India
Objectives
Gillette's long-term strategy & goal in India is about getting Indian men to shave more often: the more men shave, the more they will use Gillette's shaving products. That's because the average shaving frequency of Indian men is a mere 2.5 times a week, far lower than, say, the less hirsute Koreans and Japanese.
Observations and consumer conversations pointed us to 2 fundamental barriers that men have towards shaving:
- The social barrier:Turn on the TV, flip through a...