| Titel | Shave Sutra |
| Agentur | BBDO India |
| Kampagne | Shave Sutra |
| Werbende | Procter & Gamble |
| Marke | Gillette |
| Posted | Juli 2011 |
| Geschäftsbereich | Rasierer, Klingen |
| Story | Indian men were finding shaving an increasingly boring chore. Men were reluctant to shave everyday, especially 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. |
| Problem | Men find shaving a boring chore. |
| Ergebnis | In 60 days...more than 4 million new consumers joined the Gillette franchise. The campaign got over $3.4 million worth of free media coverage. We got 19.5 million digital interactions. The mass shaving event broke the Guiness Book of Records. Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay. Mach3 Turbo Sensitive, the most expensive razor in India, became the highest selling razor in India. |
| Medientyp | Case Study |
| Executive Creative Director | Rajdeepak Das |
| Creative Director | Josy Paul |
| Creative Director | Rajesh Saathi |
| Texter | Pashyn Sethna |
| Regisseur | Rajesh Saathi |
| Produzent | Raj Hatte |
| Produzent | Harish Nambiar |
| Texter | Rajdeepak Das |
| Texter | Rajesh Saathi |
| Texter | Josy Paul |