Gillette: Barbershop girls of India – shaving stereotypes

Gillette, a razor brand, inspired men in India to embrace a more equal world with its Shaving Stereotypes campaign.

Campaign details

Brand: GilletteAgency: Grey India Country: India

Objectives

As the market leader (with 63% value share), Gillette was finding it difficult to grow further, faster.

In the premium segment, Gillette enjoys over 80% volume market share. Further growth was difficult.