Gillette’s long-term strategy & goal is about getting Indian men to shave more often: the more men shave, the more they will use Gillette shaving products. And, reaching this goal requires Gillette to overcome 2 fundamental barriers that men have towards shaving: 1.Social barriers: Firstly, social pressures and the influencing power of role models made stubble “cool”. So, men were ok sporting the unshaven look.2.Experiential barriers: And secondly, guys don’t find the shaving experience pleasurable. Our most recent – and much lauded – Mach3 campaign – “Women Against Lazy Stubble” (W.A.L.S.) focused on the first barrier. By leveraging the influential power of women to get their men to shave, we offset the cool-factor represented by the various stubbled celebrities & role models. But, despite the campaign’s huge success in re-setting the “clean shaven Vs stubble” debate in favour of shaving, the campaign had not addressed the second barrier.

Our task, with this campaign, was to reframe the Gillette shaving experience from a boring, mundane chore to a pleasurable delight – thereby addressing the second barrier. Our strategy was to continue leveraging the influence of women. Nielsen research revealed that 72% of women find the act of shaving their men sexy. The campaign idea was to involve women in the act of shaving their men. Thus was born ShaveSutra, the sensual pleasure of shaving together. ShaveSutra is about making shaving enjoyable & pleasurable by getting women to shave men in fun & exotic positions, inspired by the ancient Indian texts & techniques of love-making, the Kama Sutra. ShaveSutra surpassed all our set objectives and expectations.

•It was 40% more effective in generating attention •It generated 9 times more publicity & buzz than previous Gillette campaigns•It made Mach3 – the most expensive razor in India – the #1 razor in India We won numerous accolades from the advertising and marketing fraternity:* 2 Silver Cannes Lions * 1 Gold and the coveted Brand Equity Bravery Award at the EFFIEs * The campaign was recognised by P&G as their most effective in Asia* 1 Gold, 1 Silver & 2 Bronzes at Spikes Asia