In India, searching for one’s first job after graduation is an impetus for young men to increase their daily shave routine. With more than 30 million college graduates attempting to enter India’s job market each year, the competition is massive.

With India’s burgeoning rural unemployment rate, the impact on Gillette’s razor business is profound because frequent shaving is no longer important for the un/underemployed.…. NO JOB = NO GILLETTE..

Gillette stepped in to prepare graduates for the real life in a way that no academic curriculum did. In terms of impact, literally the lives of hundreds of thousands of students wore touched and improved.

We created the World’s Largest College Outreach Program! Gillette cooperated with 2000+ Colleges in Indian rural districts to offer 350,000 students invaluable career advice, including grooming and interviewing tips. The Gillette Bachelor of Shaving presented workshops in CV/ resume writing, Career Counselling, Grooming, and Interview Skills, giving rural young men the fighting chance to build confidence, develop social skills and try Gillette Guard razor. With mass electronic media not always sufficient in reaching rural areas, our communications plan centered around THE ACTUAL ON-CAMPUS OUTREACH PROGRAM. On-campus events extended the executions to inside the university venues, the activities, the posters and the experts in attendance. Local media were also used as executions were communicated via Print, SMS and ‘missed calls’ (call-backs), Out-of-home, and locally targeted Facebook ads to the target audience. Local celebrity engagement helped to drive reach and awareness, and generated massive free, earned media coverage