Gillette: Soldier for women

This case study explains a campaign in India by Gillette, the shaving brand, which emphasised 'real' masculine values to stand up for women and build an emotional connection with its target group.

Gillette: Soldier for women

Rajat Mendhi

Campaign details

Brand owner: Procter & Gamble IndiaLead agency: BBDO IndiaContributing agency: Interface, Mediacom, Devries Global, EncompassBrand: GilletteCountry: IndiaIndustry: Shaving products, Toiletries and cosmetics marketChannels used: Cinema, Content marketing, Earned media, buzz, Events and experiential, Mobile and apps, Newspapers, Online video, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social media, Television, Word of mouth, advocacy Media budget: 500k - 1 million

Executive summary

This case study describes how Gillette connected with Indian men in order...

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