SHAVESUTRA
| Client | PROCTER & GAMBLE |
| Product | GILLETTE MACH3 TURBO SENSITIVE |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Type of Entry | Integrated Campaign |
| Category | Integrated Media Campaign |
| Title | SHAVESUTRA |
| Product/Service | GILLETTE MACH3 TURBO SENSITIVE |
| Entrant Company: | BBDO INDIA Mumbai, INDIA |
| Advertising Agency: | BBDO INDIA Mumbai, INDIA |
| Media Agency: | MEDIACOM Mumbai, INDIA |
| Credits |
| Josy Paul |
BBDO India |
Chairman & Chief Creative Officer |
| Rajdeepak Das |
BBDO India |
Executive Creative Director |
| Josy Paul/Rajesh Saathi/Rajdeepak Das |
BBDO India |
Creative Director |
| Josy Paul/Rajesh Saathi/Rajdeepak Das/Pashyn Sethna |
BBDO India |
Copywriter |
| Nawin Nandakumar/Manasi Sankhe/Rajdeepak Das/Sagar Jadhav/Sandeep Sawant |
BBDO India |
Art Director |
| Keegan D’Mello/Nagessh Pannaswami |
BBDO India |
Client Servicing |
| Rajeev Mohite/Pashyn Sethna |
BBDO India |
Editor |
| Nawin Nandakumar |
BBDO India |
Illustrator |
| Sharat Varma |
P&G |
Brand Manager |
| Prateek Ranjan/Anjul Gupta |
P&G |
Assistant Brand Manager |
| Hitesh Shah |
BBDO India |
Retouch Artist |
Results and Effectiveness:
In 60 days...
More than 4 Million consumers joined the Gillette franchise
The campaign got over $3.4 MILLION worth of free media coverage
We got 19.5 million digital interactions
Post campaign, 90% of women in the capital agreed that shaving is an essential part of
foreplay
The mass shaving event broke the Guinness Book of Records
Gillette Mach3 Turbo Sensitive became the highest selling razor in India
Creative Execution:
The creative solution was to get women to shave men in fun and exotic positions. We called it ShaveSutra - shaving positions inspired by the ancient texts of the Kamasutra.
ShaveSutra was released in the form of instructional videos and CDs and distributed in cafes and on the Net.
To increase the pleasure, Gillette introduced the new Mach 3 Turbo Sensitive (launched on national TV) - a razor so safe and comfortable, it could even make a virgin shaver a guru.
Special ShaveSutra guide books and virals on the net added to the conversation. ShaveSutra was also activated on-ground in over 25 cities - as part of the Shave India Movement.
At a mass ShaveSutra event in Delhi, hundreds of women shaved their men in public. A popular Bollywood actor was shaved by two leading ladies which created explosive news!
Insights, Strategy and the Idea:
The brief was to get more Indian men to shave every day, even on weekends.
The target audience was drawn from new customers.
Men found shaving to be a boring chore. According to a Nielsen study, 72% women find the act of shaving their men sexy. So we created ShaveSutra - the pleasure of shaving together.
Being a low involvement category, we had to connect with the target audience by creating a buzz.
ShaveSutra videos and CDs along with the mall activities across 25 cities (thousands of couples showed off new positions) and the mass ShaveSutra event (150 women shaved their men) generated conversations and news in prime time!
The Gillette Mach3 Turbo Sensitive was a perfect connect. So safe and comfortable, it could even make a virgin shaver - including women - into a guru!
This built the Gillette cause - to make men look and feel their best.
