Gillette: Barber Suraksha Programme

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Campaign details

Brand: GilletteBrand owner: Procter & GambleAgency: GREY IndiaMarket: IndiaSector: Shaving productsMedia channels: Merchandise & free gifts, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

For grooming brand Gillette, Indian barbers are crucial to long-term growth and leadership in the double-edged (DE) blades category. Barbers are the biggest buyers and users of DE blades, a segment where Gillette was struggling to grow.

For years barbers had been seen as the 'competition' by Gillette, as the brand was solely focused on converting barber-shaved men...

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