YOU SHAVE. I SHAVE. by BBDO Mumbai for Gillette

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YOU SHAVE. I SHAVE.

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Industry Shaving
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market India
Agency BBDO Mumbai
Director Siddharth Sikand
Art Director Sagar Jadhav, Rajdeepak Das, Sandeep Sawant, Yohan Daver, Ravi Shanker, Prakhar Deogi
Copywriter Josy Paul, Prakhar Deogirikar, Sandeep Sawan, Yohan Daver, Riti Hamlai
Producer Co-Producer - Vinay Narkar, Roopak Saluja
Editor Rajeev Mohite
Released June 2012

Awards

Cannes Lions 2012
Media Lions Fast Moving Consumer Goods Bronze

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: P&G
Product/Service: GILLETTE FUSION
Agency: BBDO INDIA Mumbai, INDIA
Advertiser P&G
Product GILLETTE FUSION
Entrant BBDO INDIA Mumbai, INDIA
Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Title: YOU SHAVE. I SHAVE.
Advertiser/Client: P&G
Product/Service: GILLETTE FUSION
Entrant Company: BBDO INDIA Mumbai, INDIA
DM/Advertising Agency: BBDO INDIA Mumbai, INDIA
Media Agency: MEDIACOM Mumbai, INDIA
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Sandeep Sawant/Josy Paul/Rajdeepak Das (BBDO India)
Copywriter: Josy Paul/Yohan Daver/Riti Hamlai/Prakhar Deogirikar/Rajdeepak Das/Sandeep Sawan (BBDO India)
Art Director: Rajdeepak Das/Sandeep Sawant/Ravi Shanker/Sagar Jadhav/Yohan Daver/Prakhar Deogi (BBDO India)
Account Management: Keegan D'mello/Akanksha Saxena (BBDO India)
Agency Producer: Divyang Pandya (BBDO India)
Director: Siddharth Sikand (Bang Bang Films)
Producer: Vinay Narkar/Roopak Saluja (Bang Bang Films)
Director of Photography: Manoj Lobo ()
Editor: Rajeev Mohite (BBDO India)
Kiran Dodiya/Shyam Gursahani (Encompass)
Retouch Artist: Hitesh Shah/Shankar Yelegu/Sameet Koyande (Bbdo India)

Results

The campaign got over $3.63m worth of free editorial coverage and over 700m free editorial media impressions.
A record 10.5m new men entered the shaving category; 7.2m bought Gillette Systems.
Category growth accelerated by 2.5 times - registering the highest category growth ever in the past 2 years.
Over 741m digital impressions and counting.
Gillette Women razor sales grew by over 150% in just 40 days.
Gillette Razor Market share reached 83.6% - the highest ever.

Creative Execution

The Women of Bollywood launched a movement called ‘No Lipstick, No Shave’.
Using social media and press conferences, they urged all Indian women to refuse to wear lipstick till their men shaved. This created buzz in newspapers, on television and on social media.
The controversy peaked when at a mass shaving event 150 women shaved their legs simultaneously as men shaved off their stubble. Picking on this, Gillette decided to create a win-win situation. Gillette launched its special ‘You Shave I Shave’ packs, through which they also promoted their women’s razor, Satin Care, along with the Men’s range.


The objective of the campaign was to grow the category.
Most Indian men think stubble is cool and desirable to women, but research shows that 77% of women prefer clean-shaven men.
The idea: Involve the one audience that our target admire and look up to: The Women of Bollywood
These leading ladies turned from actors to activists, and launched a movement called ‘No Lipstick, No Shave’.