Gillette India prospers by creating “brand movements”

This report discusses recent marketing activity by Gillette, a shaving brand owned by Procter & Gamble, in India.

Gillette India prospers by creating “brand movements”

Low Lai Chow

When Procter & Gamble (P&G) looked at the male wet shaving market in India five or so years ago, its findings were far from comforting.

“We know Indian men typically have a lot of hair. What we also know is … that they’re not shaving enough,” said Massimiliano Menozzi, general manager of Procter & Gamble’s Shave Care Asia arm, at the Festival of Asian Marketing Effectiveness 2013 in Shanghai.

By tapping into its own corporate purpose, however, P&G was able to identify a way forward. “It all starts from...

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