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.” 


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