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 for long term growth and leadership in the double-edged 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 singularly focused in converting barber-shaved men to self-shaved.

This case showcases how...

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