The target audience was drawn from new and existing customers.Gillette realised that in spite of being the #1 shaving brand, it had a low emotional connect with most Indians.

Our strategy was to inspire Indian men by bringing alive the spirit of the Everyday Soldier within each Indian.

We identified 5 values - courage, camaraderie, integrity, discipline and grooming - as the values that personify an Everyday Soldier, this was amplified through debates on National TV and innovative media.

As a tribute, Gillette launched the ‘Soldier range of products’, and felicitated everyday Soldiers by knighting them with a ‘Blade of Honour’.

The 5 values - courage, camaraderie, integrity, discipline and grooming - that personify an everyday soldier were amplified through debates on National TV and innovative media.

As a tribute, Gillette launched the ‘Soldier' range of products, and felicitated everyday Soldiers by knighting them with a ‘Blade of Honour.’Gillette changed all its packaging to camouflage for the first time in 115 years. In India, camouflage is seen as the soldier for good.Leading newspapers were printed in camouflage. We bathed the Gateway of India in camouflage colours and held a week long activity in honour of the everyday soldier which was amplified across media with celebrities.

We also launched ‘The People’s Movement’, which petitioned the President of India to re-dedicate ‘The Gateway of India’ to the everyday soldiers.

The campaign got over $4.3m worth of free editorial coverage.50 television channels and 100 publications covered the action.More than 6m new consumers joined the Gillette franchise.Over 731m digital impressions.1.2m Indians physically participated in the petition.Razor sales grew by 220% to 12.4m razors in less than 3 months.All key equities grew by 14 points.The Gateway Of India became the medium for the movement.