We had to connect on an emotive platform rather than focusing on the benefits of shaving to inspire men. Hence started the quest to find the true embodiment of an ideal man, who symbolized the 5 values of courage, integrity, camaraderie, confidence and grooming.We launched a Nielsen survey, where the ‘Soldier’ appeared as the most attractive profession in India beating Bollywood and many others.A camouflaged newspaper to commemorate the day our valiant soldiers fought on the 26/11 Mumbai terror attacks, Cinema screening of the ‘Soldier commercial’ just after the National Anthem, Airport branding, Standees, Radio mentions and Activations in Malls were some of the tools that created buzz and also ignited a sense of pride and patriotism among the audience.We also launched ‘The People’s Movement’, which sought the approval from the President of India to re-dedicate ‘The Gateway of India’ to the real soldiers of the nation.

The campaign inspired the entire nation to share with us its stories of soldierly values.From these stories, we chose 10 individuals who symbolized the truth, courage and justice that every Indian stands for. We knighted them with the blade of honor.The results for the overall campaign were phenomenal.•Highest ever Gillette India share :- 50.6 % •Razor sales grew by 120%•12.3 Million razors sold in 3 months•Highest ever digital impressions- 731 Million•Awareness grew by 29%•Free Media coverage worth 4.33 MM – Highest Ever!•Purchase Intent increased by 20%