Gillette: Barber Suraksha (Protection) Programme

Shaving brand, Gillette, converted its competition to allies to grow brand preference for its double-edged blades in India.

Campaign details

Brand: Gillette Brand owner: Procter & Gamble Entrant company: JWT|WMC|Grey Mumbai Market: India Sector: Shaving products Media channels: Online video, Public relations Budget: Up to 500k

Executive summary

For Gillette, the Indian barbers are crucial for long term growth and leadership in the double-edged blades category.

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