In India, centuries of gender bias have created invisible, though palpable boundaries that dictate roles and rules for women. Such stereotypes are even more rampant in rural India, normalized by lower education levels and lesser exposure to the 21st century world.

The challenge for Gillette was to create cracks in this strongly cemented idea of gender roles in employment, making boys understand and then refuse to accept this stereotyping as ‘normal’. And thus become The Best They Can Be.

The task was not easy since Gillette was required to create cracks in centuries-old ‘traditions’ and bring about a change in a strongly patriarchal belief system that has remained unchanged despite multiple Governmental programmes to change how India sees its women.

In India, being a barber is a profession solely reserved for men.

Can the story of 2 girls who manned a barbershop, inspire the next generation of men to rethink the occupational biases they’re growing up with?

Because it’s only when the boys of today are exposed to a different set of role models, will they grow up to be the best they can be.

The first step was to go deeper into culture and challenge the ‘Sohar’ – a traditional folk song sung solely to celebrate the birth of a boy. To show that girls can also bring glory to their family, we recomposed the Sohar and refreshed the lyrics.

The story is expressed through the eyes of a young boy growing up amidst these biases, and how these 2 girls change his perception.