The creative solution was to get women to shave men in exotic positions. We called it ShaveSutra - shaving positions inspired by the ancient texts of the Kamasutra.ShaveSutra was a set of instructional videos and CDs, distributed in cafes and on the Net.Special guide books and internet virals added to the conversation. ShaveSutra was also activated on-ground in over 25 cities - as part of the Shave India Movement. At a mass ShaveSutra event in Delhi, hundreds of women shaved their men in public. A popular Bollywood actor was shaved by two leading ladies which created explosive news!

In 60 days...More than 4 Million consumers joined the Gillette franchiseThe campaign got over $3.4 MILLION worth of free media coverageWe got 19.5 million digital interactionsPost campaign, 90% of women in the capital agreed that shaving is an essential part of foreplayThe mass shaving event broke the Guinness Book of RecordsGillette Mach3 Turbo Sensitive became the highest selling razor in India