CHALLENGE: How to get Indian men to shave more often.

PROBLEM: Most men think that the stubble looks cool and desirable to women.INSIGHT: Research showed that 77% of Indian women preferred clean shaven men.SOLUTION: Involve the one audience our target will listen to: WOMEN!So we created W.A.L.S. - Women Against Lazy Stubble - a woman’s movement to get men to shave.RESULT:Sales grew by 500% and market share went up by 400% - Source: Nielsen TrackThe campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories.763,000 hits on Google.Purchase intent of the consumers in the activity was over 60% - Source: Nielsen TrackOverall awareness of the movement was at 160 index, which is the highest awareness for any activation without TVC's across categories for P&G India. - Source: Nielsen Track

THE OBJECTIVE:The aim was to increase trials of Gillette Mach3 razors by dropping the price of the Mach3 razor to encourage men to sport the clean shaven look more often.THE TARGET AUDIENCE:SEC A,B,C Age: 18 to 45 years, MALERESEARCH:The Nielsen Study conducted in late 2008 revealed that 77% of Indian women preferred the clean shaven look.

The idea was triggered by a Nielsen study which showed that 77% of women prefer clean shaven men. So we created a woman's movement called W.A.L.S. (Women Against Lazy Stubble). It started on Facebook and resulted in a movement which was also supported by three famous Bollywood actresses. Gillette stepped in and supported the movement by dropping the price of its Mach3 razor. This created huge excitement across all media. It became national conversation. Women began to shave men in a unique mall activation! The final multiplier happened when about 2000 men came together and shaved their stubble in public!

The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories.Sales grew by 500% and market share went up by 400% - Source: Nielsen Track763,000 hits on Google.Purchase intent of the consumers in the activity was over 60% - Source: Nielsen TrackOverall awareness of the movement was at 160 index, which is the highest awareness for any activation without TVC's across categories for P&G India. - Source: Nielsen Track

Being a low involvement category, Gillette Mach3 had to connect with the target audience by creating excitement about the category and product. The idea of creating W.A.L.S. - a movement against the lazy stubble touched a chord in consumer, influencer and media. This created instant media buzz! Resulting in a national conversation about shaving! This was further fuelled by the mall activation and the 'Shaveathon' (where 2000 men shaved in one go).

The situation was that Indian men were shaving just once a week. The perception was that the stubble looks cool and desirable to women! Just doing an ad was not the solution. We needed to raise a nationwide public sentiment and response to change this situation.