Use of Experiential Marketing
Client Sayantan Maji
Brand Gillette India
Agency ibs
Brief In August 2015, Gillette India launched Flexball – the world’s most advanced manual razor. While the digital-first launch campaign devised for the same was working wonders, the challenge was to tap into an audience that we were quickly losing out on: The Millennials.
Solution
 Millennials love their music. And they love their selfies. Combining this insight with Gillette Flexball’s technology, we provided young EDM lovers something they hardly get – a personalized festival souvenir.
Audience interaction was key here. And the enthusiastic response and participation made #FlexballFacesofSunburn the only trending hashtag of the festival, across all host cities.
Results
 Apart from becoming the unofficial hashtag of Sunburn and garnering 40 million impressions, it also reach over 50,000 people on-ground.