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 Company: Corporate Voice Weber Shandwick, Mumbai, Maharashtra, India
Company Description: Corporate Voice Weber Shandwick is one of India's leading public relations firms with an unprecedented and award- winning network across Asia Pacific, reaching from China to Australia and Singapore to Japan. Our strengths and competencies in each market afford us the ability to hub powerful, region-wide brand campaigns from almost any office.
Nomination Category: Public Relations Awards / PR Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products
Nomination Title: Gillette's Shave India Movement 2009 (SIM)
Tell the story about this nominated campaign since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Debunking the Western world perception that men with stubble are more
attractive, an AC Nielsen India survey found that 85% of Indian women preferred
clean-shaven men. This prompted P&G’s Gillette brand to launch the Shave India
Movement (SIM), encouraging men to shave, while unveiling the affordable
Gillette Mach3 razor.
Together with PR partner Corporate Voice|Weber Shandwick (CV|WS), Gillette
sought to enlist women and celebrities as protagonists targeting men to advocate
the clean-shaven preference.
The campaign was also assisted by Gillette’s communication agencies, Mediacom,
Encompass and BBDO.
Objectives of the campaign were to:
• Highlight research-backed evidence that a clean-shaven look is preferred,
generating interest and participation in the conversation
• Launch the affordable new Mach3 at large-scale media and consumer events
• Increase sales
The month-long campaign’s target audience was urban Indian males, ages 18-34,
where they were encouraged to participate in shaving events and online contests.
Urban women were also targeted through the formation of the group Women Against
Lazy Stubble (W.A.L.S). Three popular Indian actresses were also enlisted to
extend their support.
The campaign was divided into three stages:
1) Launch of W.A.L.S. via a press conference with the support of the celebrity
actresses – first in Mumbai (NW India) and then Chennai (SE India).
2) A follow-up campaign encouraging men to opt for a clean shave via feature
stories in broadcast, print media, online shaving contests, activation booths in
leading malls and on Facebook.
3) A mass Shaveathon that generated broad social and media impact. Mass media
covered the story of 1,858 men shaving together, breaking the Limca Book of
Records and the Guinness Book of World Records.
During the campaign, an organization “All India Men’s Welfare Association”
(AIMWA) took offence to the W.A.L.S term, admonishing Gillette for calling men
lazy. They stormed blogs, mass mails, and press releases claiming the campaign
was sexist and racist. CV|WS strategically replied through mail, blogs and
Facebook emphasizing the innocent intentions of the campaign. AIMWA didn’t
receive favourable response from the media or customers and have since backed
down.
Campaign Outcomes
• 5000+ enquiries online from women, men and media.
• 100+ blogs have been recorded mentioning W.A.L.S and SIM.
• 4400 fans have signed up on Facebook
• Tremendous participation at events (press conference, shopping mall booths and
Shaveathon). Media attendance totaled 220. Activation booths in leading malls
logged 50,000+ shaves
• Coverage in 300+ print publications, 50 broadcast (154+ minutes), 130+ online
and radio exposures.
• The survey findings resulted in a front page story in eight editions of The
Times of India, India’s leading English newspaper, (circulation 13.5 million).
• Sales increased from 7.7 million Mach3 packs in November 2009 to 18.4 million
packs in December 2009, the height of the campaign. This equals 2.4 times or a
140% increase in sales.
• Gillette’s quarter sales target was achieved in just 15 days of the campaign.
• ROI was recorded as 22 times the marketing spend, determined by Gillette.
List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
PRINT AND ONLINE COVERAGE (11 print clippings, 5 online clippings)
https://www.yousendit.com/download/dXFVUGhTeFVlM1N4dnc9PQ
ELECTRONIC COVERAGE
1. Zoom TV: http://rcpt.yousendit.com/870249187/4d1b16fed2b46379c300213f51134649
2. NDTV India:
http://rcpt.yousendit.com/870236025/bef4448d35a2ad6d57f1dc43ae4f8fde
3. Star News: http://rcpt.yousendit.com/870245917/957a8c1d9a10016934806e8b8f3410ee
4. MTV: http://rcpt.yousendit.com/870251785/601f5aa0845199705e9d1b8a6f727239
5. 9x News: http://rcpt.yousendit.com/870249877/6019e709408a30107e2cdb6c8b55aa85
Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program:
Atul Ahluwalia, President, Corpoarate VoiceIWeber Shandwick (CVIWS): Over 20
years of communications experience and a founding member of Public Relations
Consultants Association of India (PRCAI)
Dilip Yadav, Executive Vice-President, CVIWS: Over 16 years of experience in
public relations, media. Marketing campaigns led by him have won major global
awards (E.g. UN Grand award, IPRA Golden World Award.)
Harsh Mehta, Senior Account Director, CVIWS, has more than seven years of
experience in the communications industry. Rhea D’Souza, Senior Account Manager,
CVIWS, possesses five years of work experience.
Harsh and Rhea spearheaded this campaign under the able guidance of Atul and Dilip.
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