Gillette India: Bachelor of Shaving

Mitesh Soni

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Campaign details

Brand: Gillette GuardBrand owner: Procter & GambleLead agency: Mediacom Communications Pvt. Ltd.Contributing agencies: EncompassCountry: IndiaIndustries: Shaving productsMedia channels: Cinema, Direct marketing, Events & experiential, Mobile & apps, Outdoor, out-of-home, Print - general, unspecified, Radio & audio, Social mediaBudget: 500k - 1 million

Executive summary

Gillette was facing stiff competition from the local razors in rural India. Despite high awareness, sales were stagnant. The objective was to drive sales in under-performing states and, in the process, use media to not only introduce young Indian...

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