The "Everyday" Soldier: How Gillette leveraged its brand values to ignite a social awakening

Keegan D'Mello and Shahvez Afridi

Campaign details

Brand owner: Proctor & Gamble India
Agency: BBDO India and BBDO Singapore
Brand: Gillette
Country: India
Channels used: Branded content, Cinema, Events and experiential, Internet - general, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Radio, Television, Television - direct response, Word of mouth and viral
Media budget: 1 - 3 million

Executive summary

Although Gillette had nearly doubled its market share over the previous three years, the brand had mostly appealed to a younger, more urbane, image-driven male. It had failed to engage with a larger group of men, to whom stubble was an expression of their manliness. As a result, they were beginning to see Gillette as superficial and shallow. Thereby, Gillette's brand ratings on its core values and emotional equities among this group started stagnating.