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...