work

P&G | Gillette
Bachelor of Shaving

We gave thousands of rural Indian graduates a reason to shave by helping them find jobs.

Challenge

Gillette has been part of the Indian shaving regime for 30 years but the rural market remains a big challenge. We had to drive sales in these under-performing states.

Idea

Most Indian men only become serious shavers when they graduate from school and are looking for a job. So we created Gillette Bachelor of Shaving – a course that prepared graduates for real life, offering workshops in resumé writing, career counselling and interview skills. And we’d show young men how to shave better using Gillette Guard, the brand’s affordable razor.

Results

More than 350,000 people graduated from the course, helping thousands of young, underprivileged students land their first job. And sales of Gillette Guard Razor rose 40%.

Awards and Recognition

  • Festival of Media Global | Gold: Best Local Execution of a Brand
  • Festival of Media Global | Gold: The Utility/Public Service Award
  • Festival of Media Asia | Gold: The Utility/Public Service Award
  • Festival of Media Asia | Bronze: Best Targeted Campaign
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