Brief:

Give Indian men one more reason to be clean shaven everyday.

Challenge:

Indian men are shaving more often than before.

But they still haven’t made shaving a part of their daily morning regimen.

Insight:

Bathing is a part of every man's ritual.

But research revealed that 83% women think that if a man has not shaved it looks like he has not had a bath

Idea:

Create a nationwide uproar that 'Unshaved is Unbathed!'

Execution:

The campaign kicked off with poll ads and on-ground discussion and debate – led by Bollywood's leading women

We partnered with Grazia in A UNIQUE SURVEY to give men visible proof of what women think

This video survey was put on TV and YouTube for all men to see. This created nationwide conversation.

Women began a Protest Against Smelly Stubble

Claim: 86% women think clean shaven men smell good.

Twitter Trend: #SmellyStubbleSays

Press events with women wearing masks

Soon Celebs joined in – each agreeing that Unshaved is Unbathed! Press Events in bathroom set-up

We took over all washrooms reminding men that unshaven is unbathed

Advertorials/testimonials in Leading National Dailies

Twitter Trend: #UnshavedIsUnbathed

Alongside celebs, Radio Jockeys from India’s leading Radio stations joined the conversation

And as a grand culmination, Gillette launched the Gillette Fusion Power on a event.

Execution:

Gillette partnered with Grazia, and released the same edition of the magazine with two different covers. One cover had the model clean-shaven with no body hair at all. The other cover had the same model sporting a stubble and body hair. These magazines were placed in ladies salons and news stands in select cities of India. Hidden cameras revealed which of these two magazines was being picked up most by women. It helped start a debate on what women think about stubble and body hair.

Results

• Highest ever earned media coverage

• $9.4 million worth of free media

• 1.78 billion impressions

• Record back to back, 4 months of share growth

• Crossed 2.7 million fans on Facebook

• Reach of over 10 million people on Facebook

• Over a million views on YouTube for the survey video