Gillette India: Because Proper Is Not Cool

Arun Raman, Lavanya M N, Devanshi Zaveri

Male grooming brand Gillette's premium razor, MACH3, created a new narrative on cool to win back share of heart, and consequently share of wallet, in India.

Campaign details

Brand: Gillette Brand owner: Procter & Gamble (P&G) Entrant company: Grey IndiaIdea creation: Grey Mumbai Market: India Sector: Shaving products Media channels: Television & Connected TV, Word of mouth, Influencers, KOLs, Public relations, Product sampling, Social media, Online display, Gaming & in-game advertising, Point-of-purchase, In-store, Packaging & designBudget: 1 - 3 million

Executive summary

MACH3 is Gillette’s equity leader, its flagship offering in the Indian market. But this premium offering’s contribution to Gillette’s master brand equity was dwindling. Even as its volume...

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