THE SHAVE INDIA MOVEMENT by Mediacom Mumbai for Gillette

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THE SHAVE INDIA MOVEMENT

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Industry Shaving
Media Promo & PR, Case study
Market India
Agency Mediacom Mumbai
Released November 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE MACH3 RAZORS
Date of First Appearance: Nov 5 2009 12:00AM
Entrant Company: MEDIACOM, Mumbai, INDIA
Head of Buying: Harsha Joshi (Madison Communications)
Head of Strategic Planning: Anupama Biswas (MediaCom)
Head of Implementation: Alka Pillai (MediaCom)
Group Head of Strategic Planning: Prasanna Kumar (MediaCom)
Business Manager Strategic Planning: Khushbu Shah (MediaCom)
Business Manager Digital: Tracy Fernandes (MediaCom)
Business Manager Implementation: Shamit Ail (MediaCom)
Business Executive Strategic Planning: Jake Joss (MediaCom)
Business Executive Buying: Shruti Singh (MediaCom)
Media placement: TV Spots + Vignettes - CNN IBN/IBN7/AWAAZ/ZOOM/BINDASS/ZEE NEWS/JAYA TV Airing Specially Created Vignet - 9 November 2009
Media placement: Radio Spots - Radio City With 220 Spots & 132 Links Into Program Integration - 28 November 2009
Media placement: OOH Screens - Over 6000 OOH LCD Screens Used To Broadcast The "WALS" Promos - 25 November 2009
Media placement: Malls/OOH Activation - Raghuleela Mall, Mumbai - 15 November 2009
Media placement: PR Event With Celebs - Neha, Mugdha And Minnisha Flag Off The Movement "Women Against Lazy Stubble" - 10 November 2009
Media placement: PR - Publications From Across India Of Various Languages Publishing More Than 50 Arti - 10 November 2009
Media placement: Print - The Times Of India - Regular Poll For Readers On Shaving/Shave India Movement - 5 November 2009
Media placement: Online - Fanpage Created On Facebook Having More Than 2,500 Fans : Http://www.facebook.co - 1 December 2009
Media placement: Cinema - Multiplexes In Mumbai, Delhi, Chennai - 8 December 2009
Media placement: Live Event: Shavethon - Live Event - 14 December 2009

Results and Effectiveness
The results were record breaking: Mach3 sales went up 500% during the activity period. Mach3 market share increased 400%. Gillette razor franchise volume share reached 58.1%. Gillette blades value share crossed 40% for the first time! At $2.5m the campaign also achieved 7x higher free media value than our prequel campaign last year. “We are extremely pleased to know that our initiative has reached such epic proportions with an overwhelming number of men and women showcasing their support, enabling us to create such a successful movement for the second year in a row.” - Sumeet Vohra, Marketing Director, P&G India

Creative Execution
We launched WALS by releasing the provocative survey findings, creating immediate buzz and discussion on key news services, social media, television, print, radio & on-ground. Celebrities, Bollywood-stars, business-icons and socialites all joined the discussion, while live polls and trials in malls/cineplexes heated up the action on shaveindia.com. All leading newspapers, radio stations, news/lifestyle TV channels, and magazines tracked the WALS movement, while the Times Of India even ran a DAILY poll on the subject! We initiated a competition for the town with the most clean-shaven men, and chose 3 famous actresses to persuade men from their towns to get involved. We even successfully tried for the Guinness Book of Records with the biggest “Shavethon” in history - over 2,000 men participated! National media referred to WALS as the ‘voice of empowered women’. With the powerful PR model, and the key tactic of enlisting women, the campaign found a life of its own.

Insights, Strategy & the Idea
The ‘India Votes: to Shave or Not’ debate that we sparked in 2008 created huge buzz and raised awareness for the need to shave. Men now recognised the importance of shaving, but only did it for special occasions: interviews, meetings, dating. For all other occasions, picking up the razor was seen as a chore. We now needed to ensure that Indian men shaved regularly, with Gillette Mach3, despite it being 10x more expensive that the traditional razor. Our research showed that attracting women was a key influencer behind men’s decision to shave and men cared deepest about ‘what women think of them’. We commissioned an AC Nielsen survey that showed, crucially, women preferred clean-shaven men. We asked women for their support and sparked off the movement, WALS – Women Against Lazy Stubble. So, to reach 50% of the population, we enlisted the power and influence of the other 50%.