We started with the quest to find the true embodiment of an ideal man and launched a Nielsen survey, where Courage, Camaraderie, Integrity, Discipline and Grooming emerged as the hallmarks of an Everyday Soldier.

We created media innovation by camouflaging a leading national newspaper to commemorate the valiant citizens who fought the 26/11 Mumbai terror attacks. We screened our Cinema TVC just after the National Anthem- a first in India. Airport branding, Radio activation, RJ mentions and Activations in Malls were some of the tools that created buzz.We bathed the Gateway of India in camouflage colours and held a week long activity in honour of the Everyday Soldier which was amplified across media with celebrities stepping up to voice their support.

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 got over $4.3 million worth of free editorial coverage.50 television channels and 100 publications covered the action.More than 6 million new consumers joined the Gillette franchise.Over 731 million digital impressions.1.2 million Indians physically participated in the petition.Razor sales grew by 220% to 12.4 million razors in less than 3 months.All key equities grew by +14 points.The Gateway Of India became the medium for the movement.