India Votes: Gold and Silver Lion winner in Cannes 06/25

Convince men that shaving is important: To Shave or Not

CHALLENGE:

The Gillette Mach 3 is a great product, but in a low interest category for Indian men. To persuade them to buy Mach 3, we needed to persuade them that shaving was important. 

THE MEDIACOM DIFFERENCE:

• We commissioned a survey and sparked a national debate: "India Votes: To shave or not"
• Shaving became a topic of lively debate for everyone and the provocative results generated buzz throughout all key news services.
• Crucially, it turned out that Indian women preferred men who took shaving seriously

RESULTS:

• All time sales records with a dramatic increase of 38%
• A 400% increase in trial and
• A 35% increase in market share