Campaign details
Brand: Gillette IndiaBrand owner: Procter & GambleLead agency: MediaCom Communications IndiaCountry: IndiaIndustries: Shaving productsMedia channels: Cinema, Events & experiential, Mobile & apps, Outdoor, out-of-home, Print - general, unspecified, Product sampling, Social mediaBudget: 500k - 1 million
Executive Summary
Gillette was facing stiff competition from local razor brands in rural India and despite its high brand awareness, sales were stagnant.
The objective was to drive sales in under-performing states and, in the process, use media not only to introduce young Indian graduates to shaving, but to help...