| Заголовок | Shave Sutra |
| Агентство | BBDO India |
| Кампания | Shave Sutra |
| Рекламодатель | Procter & Gamble |
| Бренд | Gillette |
| Posted | Июль 2011 |
| Бизнес сектор | Бритвы, лезвия |
| История | 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. |
| Проблема | Men find shaving a boring chore. |
| Результат | 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. |
| Тип медиа | Анализ ситуации |
| Исполнительный креативный директор | Rajdeepak Das |
| Креативный директор | Josy Paul |
| Креативный директор | Rajesh Saathi |
| Копирайтер | Pashyn Sethna |
| Директор | Rajesh Saathi |
| Продюсер | Raj Hatte |
| Продюсер | Harish Nambiar |
| Копирайтер | Rajdeepak Das |
| Копирайтер | Rajesh Saathi |
| Копирайтер | Josy Paul |
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