Gillette: Man enough – shaving stereotypes

Shaving brand, Gillette, stirred conversation around male stereotypes to combat a trend away from its products in India.


The newer generation of Indian men would rather sport beards than be clean shaven. Reflected amongst sport stars, Bollywood actors and even politicians.

This has impacted trial, purchase, frequency of usage and repeat purchase of razors among the younger generation of Indian men. Impacting Gillette's business directly.

It was imperative for Gillette to bring in a new definition of masculinity, beyond beards, in order to improve its relevance and equity.

  1. Gillette's equity had been stagnant for over 4 years. Our objective was to bring Gillette into cultural conversations and thereby increase brand equity scores by 3%.
  2. Historically, Gillette's equity...

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