| Integrated Campaign – Large Business | ||||
| Client | Sayantan Maji | |||
| Brand | Gillette India | |||
| Agency | Ibs | |||
| Brief | In August 2015, Gillette India launched Flexball – the world’s most advanced manual razor. With such a revolutionary technology behind it, the challenge was to come up with a launch campaign that was just as innovative and effective. | |||
| Solution |
The smart mix of profiling, communication and technology ensured that the Gillette Flexball set a benchmark as far as digital-first launches go. Apart from surpassing every business target, the campaign also established the Flexball as ‘The’ razor to have. | |||
| Results |
The launch generated massive buzz for the product with 350 million+ impressions. The campaign had a significant impact on bottom-line with demand outstripping supply 5 to 1. Monthly sales of shave care on e-com saw a 10x jump with e-com revenue growing 367% YoY. Thus establishing Gillette Flexball as No. 1 in the Manual Razor category & a Top 5 best-seller in the Health & Personal Care segment. |
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