Gillette: Soldier for women
Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant
Campaign details
Brand owner: Procter & GambleLead agency: BBDO IndiaBrand: GilletteCountry: IndiaIndustry Shaving productsChannels used: Content marketing, Earned media, buzz, Mobile and apps, Online video, Point-of-purchase, in-store, Public relations, Social media, Television, Word of mouth, advocacyMedia budget: 1 - 3 million
Executive summary
Gillette had doubled its market share with its campaigns over the previous three years, but had failed to appeal to a large section of Indian men for whom facial hair represented...