| Titolo | Shave Sutra |
| Agenzia | BBDO India |
| Campagna | Shave Sutra |
| Cliente | Procter & Gamble |
| Marca | Gillette |
| Posted | Luglio 2011 |
| Settore | Rasoi |
| Trama | 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. |
| Problema | Men find shaving a boring chore. |
| Risultato | 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. |
| Tipo di Media | Case Study |
| Executive Creative Director | Rajdeepak Das |
| Creative Director | Josy Paul |
| Creative Director | Rajesh Saathi |
| Copywriter | Pashyn Sethna |
| Director | Rajesh Saathi |
| Producer | Raj Hatte |
| Producer | Harish Nambiar |
| Copywriter | Rajdeepak Das |
| Copywriter | Rajesh Saathi |
| Copywriter | Josy Paul |
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