YOU SHAVE. I SHAVE. by BBDO Mumbai for Gillette

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YOU SHAVE. I SHAVE.

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Industry Shaving
Media Promo & PR, 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 April 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
EFFECTIVE LOTUS - EFFECTIVE LOTUS

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: P&G
Product/Service: GILLETTE FUSION
Agency: BBDO 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)
Media placement: Press Release - Amar Ujala - 18-02-2012
Media placement: Social Media - Facebook - 10-2-2012
Media placement: Press Conference - Event - 17-2-2012
Media placement: TV News - CNN IBN - 23-2-2012
Media placement: Mall Activation - Promotion Event - 10-4-2012
Media placement: TV Ad - Multiple channels - 05-3-2012
Media placement: Outdoor Stunt/Live event - CNN IBN - 18-04-2012
Summary of the Campaign
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% 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’.
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, 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.
Being a low involvement category, Gillette had to connect with the target audience by creating excitement about the category and product.
- The campaign got over $2.5m worth of free media
- Over 6m new users were added to the Gillette franchise
- Category grew by 250 Index - the highest category growth ever
- A record 741m impressions on digital media
- Women's razors sales grew by over 150% in the months of the campaign
- Highest-ever share of Gillette Systems at 83.3%
The Situation
Most Indian men think stubble is cool and desirable to women. But research shows that 77% women prefer clean-shaven men.
Being a low involvement category, Gillette had to connect with the target audience by creating excitement about the category and product.
The Goal
The goal of the campaign was to grow the category.
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’.
Most Indian men think stubble is cool and desirable to women. But research shows that 77% women prefer clean-shaven men.
The Strategy
The idea of creating a movement led by Bollywood stars touched a chord in consumer, influencer and media. The brand became a part of everyday conversation.
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, 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.
Documented 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's razor sales grew by over 150% in just 40 days.
Gillette Razor's market share reached 83.6% - the highest ever.