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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

SHAVESUTRA

Short List
ClientPROCTER & GAMBLE
ProductGILLETTE MACH3 TURBO SENSITIVE
EntrantBBDO INDIA Mumbai, INDIA
Type of EntryProduct/Service
CategoryConsumer Products & Services
TitleSHAVESUTRA
Product/ServiceGILLETTE MACH3 TURBO SENSITIVE
Entrant Company:BBDO INDIA Mumbai, INDIA
DM/Advertising Agency:BBDO INDIA Mumbai, INDIA
Credits
Name Company Position
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
Sandeep Barge Photographer
Rhea D’Souza Weber Shandwick
Kiran Dodiya/ Shyam Gursahani Encompass
Pawan Shorie Grips ProEvents
Rajesh Saathi Director
Sanjeev Wadhwani Music
Simran Bedi/Harish Nambiar/Raj Hate Producer
Manoj Lobo Director of Photography
Rajeev Mohite/Pashyn Sethna BBDO India Editor
Jiten/ Anil/ Manish Sinha/ Anil K. Yadav/ Sadiq Shaikh/ Sachin Chendurkar 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

Describe the brief from the client:

The target audience was drawn from new customers. The brief was to get more men to shave every day, even on weekends. But men found shaving to be a boring chore. According to a Nielsen study, 72% of women find the act of shaving their men sexy. So we created ShaveSutra - the pleasure of shaving together. ShaveSutra was a set of instructional videos and CDs that were distributed in cafes and on the Net - that showed women how to shave their men in exotic positions every day. To increase the pleasure, Gillette launched the Mach3 Turbo Sensitive razor.

Creative Execution:

Being a low involvement category, we had to connect with the target audience by creating buzz. The ShaveSutra videos and CDs along with the mall activities across 25 cities (where thousands of couples showed off new positions) and the mass ShaveSutra event (where 150 women shaved their men) generated conversations and news in prime time The Gillette Mach3 Turbo Sensitive was a perfect connect as it was so safe and comfortable, it could even make a virgin shaver - including women - into a guru! This built the Gillette cause which was to make men look and feel their best.

Describe the creative solution to the brief/objective.

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 a set of instructional videos and CDs that were distributed in cafes and on the Net. The mall activities across 25 cities (where thousands of couples showed off new positions) and the mass ShaveSutra event (where 150 women shaved their men) were mass media engagement programs. All this resulted in news and record breaking sales, and got the brand the desired public involvement and engagement!

Describe the results in as much detail as possible.

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