Gillette: Shave or Crave

This case study describes a campaign by Gillette, the shaving brand, which used women's preference for clean-shaven men to increase sales of its premium razor product in India.

Gillette: Shave or Crave

Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant

Campaign details

Brand owner: Procter & GambleLead agency: BBDO IndiaBrand: GilletteCountry: IndiaIndustry Shaving productsChannels used: Cinema, Content marketing, Earned media, buzz, Events and experiential, Internet - display, Mobile and apps, Newspapers, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Social media, Sponsorship - event, property, Sponsorship - media, Television, Word of mouth, advocacyMedia budget: 1 - 3 million

Executive summary

This case study describes how Gillette created a movement called 'Shave...

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