Gillette India: Gillette social experiment
Agency: Mediacom Communications, IndiaClient: Procter & Gamble
The summary statement
We believe this campaign deserves to win because this campaign was the first time in history that an international magazine had 2 separate magazine covers for the same issue. This path breaking innovation caused Sales of Gillette Fusion and Mach 3 to increase by 64% achieving their highest-ever share increase. Basis the path breaking success and global recognition of the campaign, this innovation is getting applied across multiple markets.
Campaign strategy
Indian men will shave for two reasons: to be accepted at...