Campaign details
Brand: GilletteBrand owner: Procter & GambleAgency: GREY IndiaMarket: IndiaSector: Shaving productsMedia channels: Merchandise & free gifts, Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
For grooming brand Gillette, Indian barbers are crucial to long-term growth and leadership in the double-edged (DE) blades category. Barbers are the biggest buyers and users of DE blades, a segment where Gillette was struggling to grow.
For years barbers had been seen as the 'competition' by Gillette, as the brand was solely focused on converting barber-shaved men...