Gillette India: Gillette social experiment

This case study shows how Gillette, a razor and personal products manufacturer, used a candid camera campaign to increase sales in India.

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...

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