Philips India: The Big Leap
India is the world's largest youth economy with 50% of Indians below the age of 25. The marketing objective at hand for Philips was to drive 17-25 year old students to become first-time users in the Electrical Male Grooming franchise and establish trimmers as the first grooming tool. The objective was to establish Pro Skin Advance Trimmer as the first choice 'to get the cool macho look you want'. The core approach was reaching out to budding marketers in premier B-schools, encouraging them to experience, adopt and market the Pro Skin Advance Trimmer within their...