Gillette Mach3 Turbo Sensitive: Shave Sutra

Shahvez Afridi and Keegan D'Mello

Campaign details

Brand owner: P&G India
Agency: BBDO India
Brand: Gillette Mach3 Turbo Sensitive
Country: India
Channels used: Branded content, Events and experiential, Internet - display, 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, Product and other sampling, Public relations, Social media, Television, Word of mouth and viral
Media budget: 500k - 1 million

Executive summary

Gillette's long-term goal was all about getting Indian men to shave more often – the more men shave, the more they will use Gillette's shaving products. And reaching this goal required Gillette to overcome two fundamental barriers that men have towards shaving:

  • Social barriers: Firstly, social pressures and the influencing power of role models made stubble 'cool', so men were okay sporting the unshaven look
  • Experiential barriers: Secondly, guys don't find the shaving experience pleasurable.