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Celebrating the Power of Role Models to Elevate Brand Purpose

The Challenge

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.

Our Approach

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.

930 M
consumers reached with aspirational stories
100 M
impressions generated

The Results

The aspirational stories reached approximately 930 million consumers. The campaign garnered over $4.79 million worth of free editorial coverage. Gillette’s TV campaign achieved more than 100 million impressions.