Gillette: Unshaven is unbathed
Rajat Mendhi
Campaign details
Brand owner: Procter & Gamble IndiaLead agency: BBDO IndiaContributing agency: Mediacom, Encompass and Devries GlobalBrand: GilletteCountry: IndiaIndustry: Shaving products, Toiletries and cosmetics marketChannels used: Earned media, buzz, Events and experiential, Magazines - consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Social media, Television, Word of mouth, advocacyMedia budget: 500k - 1 million
Executive summary
This case study describes how Gillette harnessed women's influence to shame men into...