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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

SOLDIER FOR WOMEN

Bronze Spike

Case Film

Presentation Board

ClientP&G INDIA
CategoryB01. Consumer Products
TitleSOLDIER FOR WOMEN
Product/ServiceGILLETTE
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA
Credits
Name Company Position
Piyush Raghani/Surashmi Basu Old School Film
Nishant Singh/Achint Interface
Prashant Desai/Preeti Jadhav Mediacom
Rekha Rao/Amanda Mendonza/Shreysi Chandra Weber Shandwick
Kiran Dodiya/Shyam Gursahani/Madonna Dsouza Encompass
Sherwan Ahsan/Mehak Batra Proximity India
Hitesh Shah/Shankar Yelugu/Sameet Koyande/Venkatesh Pagidimarry Bbdo India Retouch Artist
Rima Wadhwa Bbdo India Account Executive
Keegan D'mello Bbdo India Account Director
Josy Paul/Rajdeepak Das/Sandeep Sawant/Gunjan Poddar/Indrajeet Kadam/Chinmay Raut/Sagar Jadhav/Arzan Antia/Hemant Shringy Bbdo India Art Director
Josy Paul/Rajdeepak Das/Sandeep Sawant/Gunjan Poddar/Indrajeet Kadam/Chinmay Raut/Sagar Jadhav/Arzan Antia/Hemant Shringy Bbdo India Copywriter
Josy Paul/Rajdeepak Das/Sandeep Sawant/Dinesh Swamy Bbdo India Creative Director
Rajdeepak Das Bbdo India Executive Creative Director
Josy Paul Bbdo India Chairman/Chief Creative Officer

Describe the campaign/entry:

The country is in a fiery mood as women issues take top of mind. Male bashing was on the rise. As India's leading male brand, Gillette felt the need to step in and rise to the challenge. The objective of the campaign was to win back the respect for men. The strategy was for Gillette to respond responsibly by standing up for women at a sensitive time like this. Because only when you give respect can you get respect. We created a platform where men could come forward to show solidarity with women. We kick-started the movement by seeding a thought provoking film on YouTube. Within a month, it received over 2 million hits. We offered various touch points for men to pledge support and join the movement. #soldierforwoman, a missed-call number, a Facebook page and app, and on-ground forums were some of them. In response, publications, radio and TV channels came forward to create branded content - for women to share stories about men who stood up for them. The campaign went on to receive $5 million worth of free media coverage within 60 days. PR value - We were addressing a highly sensitive national issue. So automatically, anything and everything that we said came under the lenses of the media. - The YouTube film received widespread attention, right from news channels and dailies to business magazines. - The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers supported the movement resulting in massive PR coverage.

Describe the brief from the client:

The objective of the campaign was to win back the respect for men. To be able to do so, unlike traditional Gillette campaigns that target only men, we needed to involve women as well. So, our target audience was men and women age 20 to 45 across SEC A and B. Given the highly sensitive situation, it was important that we weren't preachy or overt in our approach. We needed to communicate the maximum to both men and women by saying the least.

Results:

- The campaign received $5 million worth of free media within 60 days. - #SoldierforWomen trended in every city. - Over 12 million pledges across touch points. - Over 3 million stories of men's courage and respect for women. - Over 600,000 fans added on Facebook. - 1.6 million consumers joined the Soldier Parade application in just 1 month. - With over 2.3 million views of the film, Gillette became the fastest growing FMCG brand YouTube channel and overall 5th fastest growing YouTube channel in India. - The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers supported the movement.

Execution:

We kick-started the movement by seeding a thought provoking film on YouTube. Within a month, it received over 2million hits. We offered various touch points for men to pledge support and join the movement. #soldierforwoman, a missed-call number, a Facebook page and app, and on-ground forums were some of them. The Ex-President of India, Bollywood's biggest celebrities, sportsmen and eminent speakers came forward in support of the movement. This was published in the form of TV and radio vignettes, advertorials and press releases. In response to the growing movement; publications, radio and TV channels came forward to create branded content - for women to share stories about men who stood up for them.

The Situation:

The country is in a fiery mood as women issues take top of mind. Male bashing was on the rise. Women were losing faith in men and men were losing respect. As India's leading male brand, Gillette felt the need to step in and rise to the challenge.

The Strategy:

The strategy was for Gillette to respond responsibly by standing up for women at a sensitive time like this. Because only when you give respect can you get respect. We needed to give the men of the nation a common voice, where they could come forward and show solidarity with women.