The Brief: Get Indian men to shave everyday, including weekends. The Problem: Men find shaving a boring chore. The Insight: According to Nielsen research, 72% of women found the act of shaving their men sexy. The Solution: What if we got women to shave their men in fun and exotic positions!So we created ShaveSutra – shaving positions inspired by the ancient text of the Kamasutra.

The creative solution was to get women to shave men in fun and exotic positions. We called it ShaveSutra - shaving positions inspired by the ancient texts of the Kamasutra.ShaveSutra was released in the form of instructional videos and CDs and distributed in cafes and on the Net. To increase the pleasure, Gillette introduced the new Mach 3 Turbo Sensitive (launched on national TV) - a razor so safe and comfortable, it could even make a virgin shaver a guru. Special ShaveSutra guide books and virals on the net 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