The "Everyday" Soldier: How Gillette leveraged its brand values to ignite a social awakening
Keegan D'Mello and Shahvez Afridi
Campaign details
Brand owner: Proctor & Gamble IndiaAgency: BBDO India and BBDO SingaporeBrand: GilletteCountry: IndiaChannels used: Branded content, Cinema, Events and experiential, Internet - general, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Radio, Television, Television - direct response, Word of mouth and viralMedia budget: 1 - 3 million
Executive summary
Although Gillette had nearly doubled its...