Research conducted among 600 India respondents concluded that sons look to their fathers as their primary role model while men in general see cricketers as role models. We helped Gillette turn this into a unique opportunity to promote razors.
The Gillette’s Men of Inner Steel survey sparked consumer and media conversations about the importance of role-model behavior and provided a platform for influencers to share their real-life stories. We launched special-edition “India” engraved razors honoring various “inner steel” values. We also conducted a road show with a popular father-son duo to move the conversation forward. The campaign culminated with a gathering of father-son duos taking the “First Shave” to support the initiative.