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.