Under the platform of ‘Shaving Stereotypes’ Gillette regularly sparks debates around stereotypes in India.

Is there a purpose to education beyond a great package, is the question we now wanted to explore in this third episode of the Shaving Stereotypes series.

Today, education has become a means towards a rigid set of career paths that match society’s measure of success. Education is looked at with the lens of ROI and success is defined by monetary gain in life.

To inspire the next generation of men to be the best versions of themselves, Gillette wanted young Indian men to look at education through the lens of a greater purpose.

The brand’s objectives were:

• Build on Positive Sentiment +90% through disproportionate conversations

• Increase Brand Equity Scores by +5pts and +5pts for Consideration

• Increase Value Share by at least +100 basis pts

The film #EngineeringChange takes us through the inspiring journey of Prashant Gade, who challenged career stereotypes in Indian society and strived to become a better version of himself. It chronicles his musings as he graduates from one pre-determined educational milestone in life to another, only to eventually question whether the culmination of all this knowledge lies in a fancy job title and a fat pay package. Prashant Gade was one of the few young men in India who questioned this societal notion of success and sought a higher purpose fairly early in his life.

He opted out of the rat race to make the world’s most affordable bionic arm that’s accessible to all. Today, he has changed the lives of many people with disabilities. This journey of self-discovery seeks to inspire millions of young Indians to be the best that they can be.

We sparked a cultural movement by putting men and Gillette at the heart of it.

The film #EngineeringChange received 16M+ views and 90M+ impressions on YouTube.

The film also gained a positive sentiment of over 99%.

The consideration scores for brand Gillette saw a +10 pts spike even as the overall brand equity score went up by +9 pts.

With a target of increasing Value Share by +100 basis pts, the film resulted in a disproportionate increase of +450 basis pts.