Gillette Mach3: You Shave I Shave

Prashant Desai
Mediacom, BBDO, Weber, Encompass

Campaign details

Brand owner: Procter & Gamble
Agency: Mediacom, BBDO, Weber, Encompass
Brand: Gillette Mach3
Country: India
Industry: Shaving products
Media budget (USD): $1 - $3 million
Channels used: Branded content, Cinema, Events and experiential, Internet - display, Internet - search, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Public relations, Social media, Television

Executive summary

In India, Proctor and Gamble's shaving brand, Gillette, created a campaign featuring Bollywood actresses mounting a "protest" against Indian men who favoured a stubbly look by refusing to wear lipstick or shave their legs until men shaved their faces. This case study describes a wide-range of activities including TV, radio, print, cinema, digital and events to publicize the protest which culminated with a mass spectacle in which women and men shaved publicly simultaneously. As evidence of its success, this case study cites increases in new customers, sales and market share for the brand.

Campaign background