Gillette: SHAVE SUTRA (movie) by BBDO Mumbai for Gillette

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Gillette: SHAVE SUTRA (movie)

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Industry Shaving
Media Promo & PR
Market India
Agency BBDO Mumbai
Director Rajesh Saathi
Art Director Sagar Jadhav, Rajdeepak Das, Sandeep Sawant, Manasi Sankhe
Copywriter Josy Paul
Producer Simran Bedi, Raj Hatte, Harish Nambiar
Photographer Sandeep Barge
Illustrator Nawin Nandakumar
Editor Jiten Solanki, Pashyn Sethna, Anil Rangappa, Rajeev Mohite, Manish Sinha, Anil K. Yadav
Released June 2011

Awards

Cannes Lions 2011
PR Lions Consumer Goods, including FMCG and Household Products Bronze

Credits & Description

Type of Entry: Sectors & Services
Category: Consumer Goods, including FMCG and Household Products
Advertiser/Client: PROCTER & GAMBLE
Product/Service: GILLETTE
Entrant Company: BBDO INDIA Mumbai, INDIA
PR/Advertising Agency: BBDO INDIA Mumbai, INDIA
Chairman & Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Josy Paul/Rajesh Saathi/Rajdeepak Das (BBDO India)
Copywriter: Josy Paul/Rajesh Saathi/Rajdeepak Das/Pashyn Sethna (BBDO India)
Art Director: Nawin Nandakumar/Manasi Sankhe/Rajdeepak Das/Sagar Jadhav/Sandeep Sawant (BBDO India)
Client Servicing: Keegan D’Mello/Nagessh Pannaswami (BBDO India)
Photographer: Sandeep Barge
Rhea D’Souza (Weber Shandwick)
Kiran Dodiya/ Shyam Gursahani (Encompass)
Pawan Shorie (Grips ProEvents)
Director: Rajesh Saathi
Music: Sanjeev Wadhwani
Producer: Simran Bedi/Harish Nambiar/Raj Hatte
Director of Photography: Manoj Lobo
Editor: Rajeev Mohite/Pashyn Sethna (BBDO India)
Editor: Jiten/ Anil
Illustrator: Nawin Nandakumar (BBDO India)
Brand Manager: Sharat Varma (P&G)
Assistant Brand Manager: Prateek Ranjan/Anjul Gupta (P&G)
Editor: Manish Sinha/ Anil K. Yadav
Describe the campaign/entry:
The Problem: Men find shaving a boring chore.
The Challenge: Get Indian men to shave everyday, including weekends.
The Insight: According to Nielsen research, 72% of women found the act of shaving their men sexy.
The Solution: What if we got women to shave their men in fun and exotic positions!
So we created ShaveSutra – shaving positions inspired by the ancient text of the Kamasutra.
Describe the brief from the client:
The Objective:
- Get Indian men to shave everyday, including weekends.
The Target Audience:
- SEC A,B,C Age: 18 to 45 years, male
Research:
- The solution was based on an insightful research discovery. According to a Nielsen study, 72% of women find the act of shaving their man sexy.
Results:
In 60 days:
- More than 4 Million consumers joined the Gillette franchise
- The campaign got over $3.4 MILLION worth of free media coverage
- We got 19.5 million digital interactions
- Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay
- The mass shaving event broke the Guinness Book of Records
- Gillette Mach3 Turbo Sensitive became the highest selling razor in India.
Execution:
ShaveSutra was released in the form of instructional videos and CDs and distributed in cafes and on the Net.
To increase the pleasure, Gillette introduced the new Mach 3 Turbo Sensitive (launched on national TV) - a razor so safe and comfortable, it could even make a virgin shaver a guru.
Special ShaveSutra guide books and virals on the net added to the conversation. ShaveSutra was also activated on-ground in over 25 cities - as part of the Shave India Movement.
At a mass ShaveSutra event in Delhi, hundreds of women shaved their men in public. A popular Bollywood actor was shaved by two leading ladies which created explosive news!
The Situation:
Indian men were finding shaving an increasingly boring chore. Men were reluctant to shave everyday, especially on weekends.
Just doing an ad was not the solution. We had to raise a nationwide public sentiment and response to change this situation.
An insightful Nielsen finding - 72% of women find the act of shaving their man sexy - triggered the idea of involving women, and getting men excited to shave everyday.
The Strategy:
Being a low involvement category, Gillette Mach3 Turbo Sensitive had to connect with the target audience by creating excitement about the category and product.
The idea of creating ShaveSutra - the pleasure of shaving together - created media buzz, resulting in a national conversation about shaving!
This was further fuelled by mass media engagement programs such as the mall activation (where thousands of couples showed off their very own positions), the live event (where 150 women shaved their men together, resulting in a Guinness Book Record) and celebrity involvement.
New Gillette Mach3 Turbo Sensitive was a perfect connect as it was sensitive on a man’s skin, and was so safe and comfortable, it could even make a virgin shaver – including women - into a guru.