Gillette India: You Shave, I Shave.

BBDO India Mumbai

Advertiser: Procter & Gamble
Brand: Gillette
Country: India

Objectives

Gillette's long-term strategy in India is to get Indian men to shave more often: the more men shave, the more they will use Gillette shaving products.

Indian men are extremely hirsute, yet they don't shave very often. In fact, they are way below the global shaving frequency average. But, why weren't Indian men shaving often?

So, for Gillette to reach its goal, we needed to identify and overcome the barriers that stopped Indian men from shaving often. A piece of investigation with consumers led us to two fundamental barriers that Indian men had towards shaving.

1/ Social barriers

Turn on the TV, flip through a magazine or surf the Net and you will encounter Bollywood actors like Saif Ali Khan and cricket stars MS Dhoni sporting the unshaven stubble, reinforcing the notion that "stubble is cool".