Gillette: Barber Suraksha Programme

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Campaign details

Brand: Gillette Brand owner: Procter & Gamble Agency: GREY India Market: India Sector: Shaving products Media channels: Merchandise & free gifts, Online video, Social media, Television Budget: Up to 500k

Executive summary

For grooming brand Gillette, Indian barbers are crucial to long-term growth and leadership in the double-edged (DE) blades category. Barbers are the biggest buyers and users of DE blades, a segment where Gillette was struggling to grow.