New campaign from Gillette India takes on the fear of shaving
Grey India has created a new campaign for Gillette’s recently launched SkinGuard razor. The razor is specifically designed for men with sensitive skin types. Set to a musical score, the film tells the story of how men overcome their fear of shaving.
A note from Gillette said: “The campaign taps into an integral consumer insight – the fear of shaving. Over 20 million consumers in India do not shave with the right razor today because they suffer from skin issues such as acne, pimples, sensitivity, razor burns or they simply fear the effect of multi-blade razors on their skin.”
The campaign includes several male celebrities and influencers who will lead conversations on shaving across social platforms.
Speaking about the campaign, P&G associate director and country category leader for shave care Indian subcontinent Karthik Srivatsan said: “At Gillette, we have always believed in keeping our consumers at the heart of everything we do, we have never stopped innovating to make the shaving experience better for Indian men.
“This commitment is reinforced with the launch of SkinGuard that addresses real problems faced by for millions of Indian men. It represents our commitment to the consumers of India which ensures that every man uses a razor that that helps him look, feel and be his best.”
“The campaign includes several male celebrities and influencers who will lead conversations on shaving across social platforms.”
can’t wait.
Why are brands still doing this is 2019?
ReplyBecause it still works? Love it or hate it, you gotta admit influencers are highly effective in some markets.
ReplyMaybe. In some categories. But are you having “conversations” with celebrities about shaving? Is anyone? Is this an untapped consumer desire I’ve been blind to? The ability to talk to a cricket star about shaving on his agency-run Twitter feed?
This is amateur hour campaign planning.
Reply“…and then we’ll extend it on to social media and drive consumer conversations around shaving.”
Garbage.
Does it generate sales?
ReplyHave your say