THE WORLD’S LARGEST COLLEGE OUTREACH PROGRAM.

The Gillette Bachelors 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. 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 wore 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 Program! Gillette cooperated with 10000 +Colleges in Indian rural districts to offer 4000,000 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 PROGRAM. 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, Radio and Single Screen Cinema, Out-of-home, and Geo fenced Facebook ads to the target audience. Local celebrity engagement helped to drive reach and awareness, and generated massive free, earned media coverage.

• More than 4,000,000 students graduated from the program 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 program

• Gillette Guard Razor sales catapulted 43%

• Market shares grew 4%-year over-year, Making Gillette Guard No. 1 Razor in India.

• 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.’