MEDIACOM, Mumbai / PROCTER & GAMBLE / 2016
THE WORLD’S LARGEST COLLEGE OUTREACH PROGRAMME.
The Gillette Bachelor Of Shaving prepares rural Indian Graduates for Life.
It was designed to improve the employability of rural Indian Graduates and give them a fighting chance to succeed.
Improving the employability of rural youth was a critical, long-term growth opportunity for Gillette. An unskilled job or unemployed graduate simply doesn’t shave as much as a professional employee.
And since no job meant no shaving. Gillette stepped in to prepare graduates for the real life in a way that no academic curriculum did.
In terms of impact, literally the lives of hundreds of thousands of students were touched and improved. The program is the start of giving an entire generation a chance they otherwise could have missed.
We created the World’s Largest College Outreach Programme!
Gillette cooperated with 700 Colleges in Indian rural districts to offer 150,000 students invaluable career advice, including grooming and interviewing tips.
The Gillette Bachelor of Shaving presented workshops in CV/ resume writing, Career Counselling, Grooming, and Interview Skills, giving rural young men the fighting chance to build confidence, develop social skills and try Gillette Guard razor.
With mass electronic media not always sufficient in reaching rural areas, our communications plan centered around THE ACTUAL ON-CAMPUS OUTREACH PROGRAMME.
On-campus events extended the executions to inside the university venues, the activities, the posters and the experts in attendance.
Local media were also used as executions were communicated via Print, SMS and ‘missed calls’ (call-backs), Out-of-home, and locally targeted Facebook ads to the target audience.
Local celebrity engagement helped to drive reach and awareness, and generated massive free, earned media coverage.
More than 150,000 students graduated from the programme each receiving an accredited Gillette Bachelor of Shaving (B.A.s) diploma.
• Thousands secured job placements within the first couple of months and many immediately recruited by major corporations straight out of the programme
• Gillette Guard Razor sales catapulted 40%
• Market shares grew 3% year over-year
But best of all, for 30 million young Indian men, clean shaving became synonymous with achieving professional successes, giving them an equal chance to be ‘The Best They Can Be.’
SAATCHI & SAATCHI, New York
2015, PROCTER & GAMBLE