Campaign details

Brand: Gillette Guard
Brand owner: Procter & Gamble
Lead agency: Mediacom Communications Pvt. Ltd.
Contributing agencies: Encompass
Country: India
Industries: Shaving products
Media channels: Cinema, Direct marketing, Events & experiential, Mobile & apps, Outdoor, out-of-home, Print - general, unspecified, Radio & audio, Social media
Budget: 500k - 1 million

Executive summary

Gillette was facing stiff competition from the local razors in rural India. Despite high awareness, sales were stagnant. The objective was to drive sales in under-performing states and, in the process, use media to not only introduce young Indian graduates to shaving, but also to help fundamentally change young men's lives.

Every young man is familiar with shaving as a rite of passage. In India, Gillette could have easily developed a traditional mass-awareness media campaign, but the brand had an inspiring media idea that could immediately impact millions of rural young graduates, especially those from impoverished backgrounds. It was a first-in-the-world channel strategy and a brave programme.

Market background and cultural context