Gillette Mach3 Turbo Sensitive: Shave Sutra
Agency: BBDO India
Product: Gillette Mach3Turbo Sensitive (Men's shaving razors)
Gillette's long-term strategy & goal in India is about getting Indian men to shave more often: the more men shave, the more they will use Gillette shaving products. And, reaching this goal requires Gillette to overcome 2 fundamental barriers that men have towards shaving.
- Social barriers. Most of our target audience think stubble is "cool" due to the influencing power of their role models – primarily cricket stars and actors. Gillette needs to overcome these perceptions by introducing new social pressures and desires to encourage men to adopt the clean shaven look.
- Experiential barriers. Most men find shaving a mundane, boring chore. Despite Gillette's best innovations to improve the enjoyment of the shaving experience, shaving remains guys' least favourite part of the cleaning and grooming routine.