Use of Events
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.
Scale & Location
 Location/Platform: The project ran at Sunburn arena events in four cities across India.
The campaign used popular social networking sites like twitter and instagram to pull user images based on hashtag or geofencing and the flexbot etched them on a polaroid which was in turn given to the user.
Cultural Context
 Location/Platform: The project ran at Sunburn arena events in four cities across India.
The campaign used popular social networking sites like twitter and instagram to pull user images based on hashtag or geofencing and the flexbot etched them on a polaroid which was in turn given to the user.
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.
Insights:
 We zeroed in on Sunburn – Asia’s biggest EDM festival and a favourite amongst Millennials. The catch? Sunburn is considered the territory of brands considered ‘cool and youthful’. Moreover, sharp metallic objects like a razor are not even allowed inside the venue. We combined cutting-edge technology and natural user behaviour instead to create an experience that wowed the festival-goers.