Gillette India: You Shave, I Shave.

Gillette, the shaving brand, used this campaign to get Indian men to shave more often and to start selling razors to women.

Gillette India: You Shave, I Shave.

BBDO India Mumbai

Advertiser: Procter & GambleBrand: GilletteCountry: India

Objectives

Gillette's long-term strategy in India is to get Indian men to shave more often: the more men shave, the more they will use Gillette shaving products.

Indian men are extremely hirsute, yet they don't shave very often. In fact, they are way below the global shaving frequency average. But, why weren't Indian men shaving often?

So, for Gillette to reach its goal, we needed to identify and overcome the barriers that stopped Indian men from shaving often. A...

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