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Gillette Bachelor of Shaving

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Insight

In India, searching for one’s first job after graduation is an impetus for young men to increase their daily shave routine. With more than 30 million college graduates attempting to enter India’s job market each year, the competition is massive. 

Every young man is familiar with shaving as a rite of passage. In India, Gillette could have easily developed a traditional mass-awareness media plot, but Gillette realised something more; it wanted to use media to not only introduce young Indian grads to shaving messages, but to use media to help fundamentally change young men’s lives. 

The agency knew that shaving usage should rise dramatically at this life stage as a point of habit change. India’s burgeoning rural unemployment rate, the impact on Gillette’s razor business is profound because frequent shaving is no longer important when for the un/underemployed.

Gillette had this inspiring media idea that could immediately impact hundreds of thousands of young graduates, especially those from impoverished backgrounds.

The Brand Insight: Gillette is about helping men look, feel and be their best and reflects a real hero with a winning attitude. Gillette always uplifts and celebrates the unique potential of each man. Gillette speaks with helpful knowledge, offering guys what they need in an approachable way. Gillette speaks with conviction and determination, in a way that guys want to listen to.

The Consumer Insight: MediaCom focused on Indian Male University Graduates embarking on their job search and living in rural states experiencing burgeoning male unemployment.

While these graduates often do disproportionately better on their university tests than other graduates from other areas, their job hunts are often less successful. And ironically, even though graduates from impoverished, rural areas often do disproportionately better on their university tests than other graduates, the job hunt is often unsuccessful for rural grads. They are unaware of professional possibilities and often lack the critical social skills like etiquette, personal grooming and interview ability to gain their first job. Promising-futures are quelled, and many end up returning to their villages or choosing unskilled jobs; wasting their education.

They were unaware of professional possibilities and lacked the critical social skills like etiquette, personal grooming and interview-ability to gain their first job which their more prepared and more affluent university contemporaries exhibited.

Strategy

The Gillette Bachelor of Shaving prepares rural Indian Graduates for Life. It was designed to improve the employability of rural Indian Graduates and give them a fighting chance to succeed. Improving the employability of rural youth was a critical, long-term growth opportunity for Gillette. An unskilled job or unemployed graduate simply doesn’t shave as much as a professional employee.  And since no job meant no shaving. Gillette stepped in to prepare graduates for the real life in a way that no academic curriculum did. In terms of impact, literally the lives of hundreds of thousands of students wore touched and improved. The programme is the start of giving an entire generation a chance they otherwise could have missed.

Creative Leadership: Every young man is familiar with shaving as a rite of passage. In India, Gillette could have easily developed a traditional mass-awareness media plot, but Gillette realised something more; it could use media to not only introduce young Indian grads to shaving messages, but to use media to help fundamentally change young men’s lives.

It had an inspiring media idea that could immediately impact hundreds of thousands of young graduates, especially those from impoverished backgrounds. It was a first-to-the-world channel strategy and creation of a brave programme that was the world’s largest.

The Gillette Bachelor of Shaving presented workshops in CV/ resume writing, Career Counselling, Grooming, and Interview Skills, giving rural young men the fighting chance to build confidence, develop social skills and try Gillette Guard razor.

Execution

Gillette created the world’s largest college outreach programme. The brand cooperated with 1,500+ colleges in Indian rural districts to offer 350,000 students invaluable career advice, including grooming and interviewing tips.

The Gillette Bachelor of Shaving presented workshops in CV/ resume writing, Career Counselling, Grooming, and Interview Skills, giving rural young men the fighting chance to build confidence, develop social skills and try Gillette Guard razor.

With mass electronic media not always sufficient in reaching rural areas, the agency’s communications plan centred around THE ACTUAL ON-CAMPUS OUTREACH PROGRAMME. On-campus events extended the executions to inside the university venues, the activities, the posters and the experts in attendance.

Local media were also used as executions were communicated via Print, SMS and ‘missed calls’ (call-backs), out-of-home, and locally targeted Facebook ads to the target audience. Local celebrity engagement helped to drive reach and awareness, and generated massive free, earned media coverage.

Results

Results for this campaign remain confidential at the client's request. 

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Brand:
Gillette
Brand Owner:
Procter & Gamble
Category:
FMCG
Region:
India
date:
July - October 2016
Agency:
MediaCom
Media Channel:
Direct Marketing,Events,Mobile,Online,Out-of-Home,Print
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