While the personal grooming category has undergone a sea change, the Indian male has largely been a razor aficionado in spite of electric shavers being available in the market. We needed to spur audiences to actually make the switch to shave with Philips AquaTouch.

We challenged the complacency around shaving habits with live-stunts, engagements and installations, which triggered social media conversations and amplification as Alex our fictional character went on a public strike across major corporate hubs in India sparking conversations around topics like #Newway2shave, #Cutbyarazor and #AquaTouch that began trending .

Feet on street gave out band-aids to introduce consumers at corporate hubs to a new way to shave while quirky installations in men’s washrooms captured attention, and social media buzzed generating 57 million impressions for the campaign across 60 Indian cities. The ripple effect translated into a massive sales upswing with a 421% growth in seasonal sales YoY.

‘Alex’ on strike in 3 metros generated 1.3 million conversations on a single day, #newway2shave and #AquaTouch were trending at number 1 and 3 nationwide. The campaign generated 57 million impressions leading conversations which reached out to 60 cities across India. We had consumers fully engaged as they publically spoke about their embarrassing #CutbyaRazor moments on social media, and as we saw #CutbyaRazor trended on Twitter across India. Impact of the campaign resonated in conversations that reflected more consumers than ever switching to AquaTouch.