Integrated Campaign – Large Business
Awards
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.