| Título | Shave Sutra |
| Agencia | BBDO India |
| Campaña | Shave Sutra |
| Anunciante | Procter & Gamble |
| Marca | Gillette |
| Posted | Julio 2011 |
| Sector Empresarial | Cuchillas de afeitar, hojas |
| Sinopsis | Indian men were finding shaving an increasingly boring chore. Men were reluctant to shave everyday, especially weekends. Just doing an ad was not the solution. We had to raise a nationwide public sentiment and response to change this situation. An insightful Nielsen finding - 72% of women find the act of shaving their man sexy - triggered the idea of involving women, and getting men excited to shave everyday. |
| Problema | Men find shaving a boring chore. |
| Resultado | In 60 days...more than 4 million new consumers joined the Gillette franchise. The campaign got over $3.4 million worth of free media coverage. We got 19.5 million digital interactions. The mass shaving event broke the Guiness Book of Records. Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay. Mach3 Turbo Sensitive, the most expensive razor in India, became the highest selling razor in India. |
| Medio | Case Study |
| Director ejecutivo de creación | Rajdeepak Das |
| Director creativo | Josy Paul |
| Director creativo | Rajesh Saathi |
| Responsable de conceptos / redactor | Pashyn Sethna |
| Realizador | Rajesh Saathi |
| Productor | Raj Hatte |
| Productor | Harish Nambiar |
| Responsable de conceptos / redactor | Rajdeepak Das |
| Responsable de conceptos / redactor | Rajesh Saathi |
| Responsable de conceptos / redactor | Josy Paul |