| Inserts & Wraps for Press Advertising | ||||
| Client | Procter & Gamble | |||
| Brand | Gillette | |||
| Agency | BBDO India | |||
| Brief | Men want to know what women feel. But they want visible proof. Our insight was that bathing is a part of every man’s ritual. But research revealed that 83% of women think that if a man is not shaved, it looks like he has not had a bath. | |||
| Scale & Location |
Introduce a women’s magazine with two different covers. These magazines were placed in ladies salons and news stands in select cities of India. | |||
| Solution |
Gillette partnered with Grazia, and released the same edition of the magazine with two different covers. One cover had the model clean-shaven with no body hair at all. The other cover had the same model sporting a stubble and body hair. Hidden cameras revealed which of these two magazines was being picked up most by women. It helped start a debate on what women think about stubble and body hair. | |||
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