Campaign details
Brand: Gillette Brand owner: Procter & Gamble (P&G) Entrant company: Proctor & Gamble Hygiene & Healthcare LtdIdea creation: Grey Mumbai Market: India Sector: Shaving products Media channels: Video on demand Budget: 1 - 3 million
Executive summary
MACH 3 is Gillette’s flagship offering in the Indian market. As such it is Gillette’s Equity Leader.
By shifting our brand narrative from that of a Power Brand to one of an Identity Brand, we managed to change the way young men looked at...