Gillette: Barber Suraksha (Protection) Programme

Shaving brand, Gillette, converted its competition to allies to grow brand preference for its double-edged blades in India.

Campaign details

Brand: GilletteBrand owner: Procter & GambleEntrant company: JWT|WMC|Grey MumbaiMarket: IndiaSector: Shaving productsMedia channels: Online video, Public relationsBudget: Up to 500k

Executive summary

For Gillette, the Indian barbers are crucial...