The Indian women workforce including the police force, lawyers, teachers, air hostesses wear a Sari to work. Women who represent India globally, at sports or lifestyle events such as the Olympics or Cannes Film festival, also often adorn a Sari. This iconic fashion garment, is the pride and identity of India. But at the same time, it makes hair removal inconsequential. Now we couldn’t dare to replace the Sari in any way, so instead, we re-imagined it!

We collaborated with a popular fashion designer to re-design the icon and started a nationwide fashion trend of ‘The Venus Sari’, a knee length Sari that makes shaving necessary! ‘The Venus Sari’ was launched in the presence of over 350,000 consumers at India’s largest beach music festival, Sunburn.

We collaborated with Mandira Bedi, a celebrated fashion designer to create The Venus Sari. We popularize the re-imagined Sari amongst the target audience of Gillette Venus, at India’s largest beach music festival – Sunburn. The Razor was re-launched in the market, and the Sari along with the razor were launched at the music festival. We used the might of the brand’s social media assets combined with the digital reach of the festival and the designer to popularize the design and start a national trend. We toured with Sunburn across 5 of India’s biggest metropolitan cities to spread the trend and it was an instant hit. Through this association, we reached out to over 350,000 people on ground. The Saris’ were sold out and most importantly, women were shaving their body to wear it!

Sales grew by 40% during campaign period.

281 million impressions