Gillette Mach 3: Get Your Mach On

Arun Raman, Lavanya M.N

Gillette increased sales, awareness, and consideration in India by appealing to the new cultural trends of young men.

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...

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