THE EVERYDAY SOLDIER MOVEMENT by BBDO Mumbai for Gillette

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THE EVERYDAY SOLDIER MOVEMENT

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Industry Shaving
Media Digital, Interactive & Mobile, Case study
Market India
Agency BBDO Mumbai
Released May 2012

Awards

Spikes Asia 2012
PR Consumer Products Bronze

Credits & Description

Type of Entry PR: Sectors & Services
Category Consumer Products
Title THE EVERYDAY SOLDIER MOVEMENT
Advertiser/Client P&G
Product/Service GILLETTE FUSION
Entrant Company: BBDO INDIA Mumbai, INDIA
PR/Advertising Agency: BBDO INDIA Mumbai, INDIA
Josy Paul Bbdo India Chairman/Chief Creative Officer
Rajdeepak Das Bbdo India Executive Creative Director
Sandeep Sawant/Josy Paul/Rajdeepak Das Bbdo India Creative Director
Josy Paul/Vikrant Yadav/Yohan Daver/Pashyn Sethna/Arzan Antia/Rajdeepak Das/Sandeep Sawant Bbdo India Copywriter
Sandeep Sawant/Ravi Shanker/Rajdeepak Das/Manasi Sankhe/Josy Paul/Vikrant Yadav/ Bbdo India Art Director
Keegan D'mello/Akanksha Saxena Bbdo India Account Management
Nick Taylor Luscious Films Director
Andrew Morris/Warren Keuning/Kirk Jacob Producer
Rajeev Mohite Bbdo India Editor
Mahesh Khatate/Yogesh Wadkar Photographer
Rhea D’souza/Amanda Mendonza/Arathi Menon Weber Shandwick
Sharmistha Gupta/Prashant Desai/Jake Joss/Natasha Kapoor/Preeti Yadav Mediacom
Kiran Dodiya/Shyam Gursahani Encompass
Dominic Fernandes/Clifford Jairaj/Kamal Dodhia Grips Proevents
Clinton Cerejo/Keegan D’mello Music
Hitesh Shah/Shankar Yelugu/Sameet Koyande Bbdo India Retouch Artist
Vinay Kurade/Bharat Lakhani Retouch Artist
Mitesh Kothari Watconsult
Manish Sinha Editor
Sharat Varma/Prateek Ranjan/Karthik Srivatsan Procter And Gamble
Describe the campaign/entry:
Gillette realized that in spite of being the No.1 shaving brand, it had a low emotional connect with most Indians. Our strategy was to inspire Indian men, bringing alive the spirit of the Everyday Soldier within each Indian. We identified 5 values-Courage, Camaraderie, Integrity, Discipline and Grooming as the values that personify an Everyday Soldier, this was amplified through debates on National TV and innovative media. As a tribute, Gillette launched the 'Soldier range of products', felicitating everyday Soldiers by knighting them with a 'Blade of Honor.' Our strategy was to inspire Indian men by bringing alive the Gillette values (soldier values). Gillette changed all its packaging to camouflage (seen as the soldier for good) for the first time in 115 years. Leading newspapers were printed in camouflage. We bathed the Gateway of India in Camouflage colors and held a week long activity in honor of the Everyday Soldier which was amplified across media with celebrities. We also launched 'The People's Movement', which petitioned the President of India to re-dedicate 'The Gateway of India' to the everyday soldiers. The campaign got over $4.3 million worth of free editorial coverage. 50 television channels and 100 publications covered the action. More than 6 million new consumers joined the Gillette franchise. Over 731 million digital impressions. 1.2 million Indians physically participated in the petition. Razor sales grew by 220% in less than 3 months.
Describe the brief from the client:
The target audience was drawn from new and existing customers. Our strategy was to inspire Indian men by bringing alive the spirit of the Everyday Soldier within each Indian. We identified 5 values-Courage, Camaraderie, Integrity, Discipline and Grooming as the values that personify an Everyday Soldier. Gillette had always been communicating functional benefits around technological superiority of their 3 blades/ 5 blades. People believed it was a good product, however emotional connect with the brand was low. It was not seen as a 'brand for me'. We wanted to create an emotional bond with the Gillette brand.
Results:
The campaign got over $4.3 million worth of free editorial coverage. 50 television channels and 100 publications covered the action. More than 6 million new consumers joined the Gillette franchise. Over 731 million digital impressions. 1.2 million Indians physically participated in the petition. Razor sales grew by 220% to 12.4 million razors in less than 3 months. All key equities grew by +14 points. The Gateway Of India became the medium for the movement.
Execution:
The 5 values-Courage, Camaraderie, Integrity, Discipline and Grooming-that personify an Everyday Soldier, were amplified through debates on National TV and innovative media. As a tribute, Gillette launched the 'Soldier range of products', and felicitated everyday Soldiers by knighting them with a 'Blade of Honor.' Gillette changed all its packaging to camouflage for the first time in 115 years. In India, the camouflage is seen as the soldier for good. Leading newspapers were printed in camouflage. We bathed the Gateway of India in Camouflage colors and held a week long activity in honor of the Everyday Soldier which was amplified across media with celebrities. We also launched 'The People's Movement', which petitioned the President of India to re-dedicate 'The Gateway of India' to the everyday soldiers.
The Situation:
Gillette realized that in spite of being the No. 1 shaving brand, it had a low emotional connect with most Indians. Our strategy was to inspire Indian men by bringing alive the spirit of the Everyday Soldier within each Indian. We identified 5 values-Courage, Camaraderie, Integrity, Discipline and Grooming as the values that personify an Everyday Soldier, this was amplified through debates on National TV and innovative media. As a tribute, Gillette launched the 'Soldier range of products', and felicitated everyday Soldiers by knighting them with a 'Blade of Honor'
The Strategy:
Our idea was to inspire Indian men by bringing alive the Gillette values (soldier values) within each Indian. Gillette changed all its packaging to camouflage for the first time in 115 years. In India, the camouflage is seen as the soldier for good. Leading newspapers were printed in camouflage. We bathed the Gateway of India in Camouflage colors and held a week long activity in honor of the Everyday Soldier which was amplified across media with celebrities. We also launched 'The People's Movement', which petitioned the President of India to re-dedicate 'The Gateway of India' to the everyday soldiers.