THE EVERYDAY SOLDIER MOVEMENT by BBDO Mumbai, Weber Shandwick Asia Pacific for Gillette

Adsarchive » Promo , Case study » Gillette » THE EVERYDAY SOLDIER MOVEMENT

THE EVERYDAY SOLDIER MOVEMENT

Pin to Collection
Add a note
Industry Shaving
Media Promo & PR, Case study
Market India
Agency BBDO Mumbai
Art Director Rajdeepak Das, Sandeep Sawant, Yohan Daver, Manasi Sankhe
Copywriter Josy Paul, Yohan Daver, Vikrant Yadav, Pashyn Sethna
Editor Rajeev Mohite, Manish Sinha
Agency Weber Shandwick Asia Pacific
Released November 2011

Credits & Description

Category: Corporate Communication
Advertiser: P&G
Product/Service: GILLETTE
Agency: BBDO INDIA
Agency: CORPORATE VOICE | WEBER SHANDWICK
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/Vikrant Yadav/Yohan Daver/Pashyn Sethna/Rajdeepak Das/Sandeep Sawant/A (BBDO India)
Art Director: Sandeep Sawant/Ravi Shanker/Rajdeepak Das/Manasi Sankhe/Yohan Daver/Vikrant Yada (BBDO India)
Account Management: Keegan D'mello/Akanksha Saxena (BBDO India)
Director: Nick Taylor (Luscious Films)
Producer: Andrew Morris/Warren Keuning/Kirk Jacob
Editor: Rajeev Mohite (BBDO India)
Photographer: Mahesh Khatate/Yogesh Wadkar
: 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)
Music: Clinton Cerejo/Keegan D’mello
Retouch Artist: Hitesh Shah/Shankar Yelugu/Sameet Koyande (BBDO India)
Retouch Artist: Vinay Kurade/Bharat Lakhani
: Mitesh Kothari (Watconsult)
Editor: Manish Sinha
: Sharat Varma/Prateek Ranjan/Karthik Srivatsan (P&G)
: Arzan Antia
Media placement: Mall Activation/ Promotion - Event - 15-10-2011
Media placement: Social Media - Facebook - 17-10-2011
Media placement: Press Conference - Event - 18-10-2011
Media placement: Press Release - DNA, Times Of India - 20-10-2011
Media placement: TV News - Times Now - 21-10-2011
Media placement: TV Ad - Multiple channels - 05-11-2011
Media placement: Press Ad - Times Of India - 06-11-2011
Media placement: Television Content - CNN IBN - 12-11-2011
Media placement: Outdoor Stunt/Event - Activation/Event - 26-11-2011
Summary of the Campaign
Gillette realised 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 Honour'.
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 colours and held a week long activity in honour 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 $4.3m worth of free editorial coverage.
50 television channels and 100 publications covered the action.
More than 6m new consumers joined the Gillette franchise.
Over 731m digital impressions.
1.2m Indians physically participated in the petition.
Razor sales grew by 220% in less than 3 months.
Key equities grew by +14 points.
The Gateway Of India became the medium for the movement.
The Situation
Gillette realised 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 Honour’
The Goal
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 3/5 blades. People believed it was a good product; however, emotional connection 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.
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 colours and held a week long activity in honour 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.
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 Honour.’
Gillette changed all its packaging to camouflage for the first time in 115 years. In India, camouflage is seen as the soldier for good.
Leading newspapers were printed in camouflage. We bathed the Gateway of India in camouflage colours and held a week long activity in honour 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.
Documented Results
The campaign got over $4.3m worth of free editorial coverage.
50 television channels and 100 publications covered the action.
More than 6m new consumers joined the Gillette franchise.
Over 731m digital impressions.
1.2m Indians physically participated in the petition.
Razor sales grew by 220% to 12.4m razors in less than 3 months.
All key equities grew by 14 points.
The Gateway Of India became the medium for the movement.