Gillette: Soldier for women

This case study explains how Gillette, the shaving brand, created a social movement to appeal to men and win back respect for men in a difficult social climate in India.

Gillette: Soldier for women

Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant

Campaign details

Brand owner: Procter & GambleLead agency: BBDO IndiaBrand: GilletteCountry: IndiaIndustry Shaving productsChannels used: Content marketing, Earned media, buzz, Mobile and apps, Online video, Point-of-purchase, in-store, Public relations, Social media, Television, Word of mouth, advocacyMedia budget: 1 - 3 million

Executive summary

Gillette had doubled its market share with its campaigns over the previous three years, but had failed to appeal to a large section of Indian men for whom facial hair represented...

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