400 million Indian men shave with the double-edge razor and are immune to their nicks and cuts.

The challenge was to convince these men to change their shaving traditions and switch to the modern day Gillette Guard - the razor that promises no nicks or cuts.

The Insight: Over time you lose a lot of blood when you shave with the double-edge razor.

Meanwhile, Indian hospitals and blood banks are always facing a dearth of blood.

Gillette turned this into a win-win situation.

Thus was born the 'Shave to Save' program.

In association with the Indian Red Cross, Gillette set up blood donation camps. Here, donors were introduced to Gillette Guard – the new way of saving blood. They experienced the Gillette Guard razor first hand.

The message spread through word of mouth and non-traditional outdoor publicity as Social Media doesn't reach the tier 3 and 4 Indian towns where Gillette operates.

Soon blood wasters became blood donors.

Social media does not reach the tier 3 and 4 Indian towns where Gillette operates. We used non-traditional outdoor to announce the program. On ground promoters, town criers with megaphones and sandwich boards, auto rickshaws drivers. At the camps, consumers got to experience the razor first-hand. The message also spread through simple word of mouth.

The program is travelling and is now being carried out in over 45 small towns of India. Blood wasters are now becoming blood donors.